IDEAS home Printed from https://ideas.repec.org/p/gtr/gatrjs/jmmr320.html
   My bibliography  Save this paper

Marketing Political Parties: Political Branding Elements and Voters' Preference: A Hypothesised Model

Author

Listed:
  • Danie Ferreira

    (Faculty of Business and Economic Science, Nelson Mandela University, South Africa Author-2-Name: Marlé van Eyk Author-2-Workplace-Name: Faculty of Business and Economic Science, Nelson Mandela University, South Africa Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

" Objective - The aim of this study is to create a hypothesised model of political brand elements that can influence voters' preference. Theoretical testing is used in analysing the research subject of this paper. Methodology/Technique - The qualitative research method was employed and the exploratory research design was used. A hypothesised model aids in theory building and presents a graphic representation of the exploratory research findings. Trustworthiness of the research was confirmed through credibility, transferability, dependability and confirmability. Findings - Awareness, party campaign, brand trust, leader's image, party brand image and brand association were identified as political brand elements that may influence voting preference. Novelty - The significance of identifying the political brand elements that can potentially influence voter preference will add to existing literature which will assist researchers and political parties in understanding how political supporters make their voting decision. In addition, the hypothesised model of the study can be tested quantitatively in future studies. Type of Paper - Empirical"

Suggested Citation

  • Danie Ferreira, 2023. "Marketing Political Parties: Political Branding Elements and Voters' Preference: A Hypothesised Model ," GATR Journals jmmr320, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr320
    DOI: https://doi.org/10.35609/jmmr.2023.8.4(1)
    as

    Download full text from publisher

    File URL: http://gatrenterprise.com/GATRJournals/JMMR/pdf_files/JMMRVol8(4)2023/1.Danie%20Ferreira.pdf
    Download Restriction: http://gatrenterprise.com/GATRJournals/online_submission.html
    File URL: https://libkey.io/https://doi.org/10.35609/jmmr.2023.8.4(1)?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Tamgid Ahmed Chowdhury & Shahneela Naheed, 2019. "Factors Affecting Political Marketing in Rural and Urban Bangladesh: A Multi-Dimensional Approach," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 18(1), pages 97-119, June.
    2. Florian Foos & Eline A. de Rooij, 2017. "All in the Family: Partisan Disagreement and Electoral Mobilization in Intimate Networks—A Spillover Experiment," American Journal of Political Science, John Wiley & Sons, vol. 61(2), pages 289-304, April.
    3. Saikat Banerjee, 2021. "On the relationship between online brand community and brand preference in political market," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 27-55, March.
    4. Waiphot Kulachai & Unisa Lerdtomornsakul & Patipol Homyamyen, 2023. "Factors Influencing Voting Decision: A Comprehensive Literature Review," Social Sciences, MDPI, vol. 12(9), pages 1-16, August.
    5. Pablo Gutiérrez-Rodríguez & Ricardo Villarreal & Pedro Cuesta-Valiño & Shelley A. Blozis, 2023. "Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    6. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Theeranuch Pusaksrikit & Pimmada Wichasin & Vikas Kumar, 2021. "Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand," Sustainability, MDPI, vol. 13(16), pages 1-23, August.
    2. NaHyun Lee & Bong-Seok Kim, 2023. "Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism," SAGE Open, , vol. 13(3), pages 21582440231, July.
    3. Stylos, Nikolaos & Vassiliadis, Chris A. & Bellou, Victoria & Andronikidis, Andreas, 2016. "Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination," Tourism Management, Elsevier, vol. 53(C), pages 40-60.
    4. Isaac Taberner & Albert Juncà, 2021. "Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram," Sustainability, MDPI, vol. 13(21), pages 1-21, November.
    5. Carolin V. Zorell, 2020. "Nudges, Norms, or Just Contagion? A Theory on Influences on the Practice of (Non-)Sustainable Behavior," Sustainability, MDPI, vol. 12(24), pages 1-21, December.
    6. Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    7. Cheon Yu & Yun Seop Hwang, 2019. "Do the Social Responsibility Efforts of the Destination Affect the Loyalty of Tourists?," Sustainability, MDPI, vol. 11(7), pages 1-17, April.
    8. Lujun Su & Yinghua Huang, 2018. "How does Perceived Destination Social Responsibility Impact Revisit Intentions: The Mediating Roles of Destination Preference and Relationship Quality," Sustainability, MDPI, vol. 11(1), pages 1-22, December.
    9. María M. Carballo & Jorge E. Araña & Carmelo J. León & Sergio Moreno-Gil, 2015. "Economic Valuation of Tourism Destination Image," Tourism Economics, , vol. 21(4), pages 741-759, August.
    10. Cardoso, Lucília & Dias, Francisco & de Araújo, Arthur Filipe & Andrés Marques, Maria Isabel, 2019. "A destination imagery processing model: Structural differences between dream and favourite destinations," Annals of Tourism Research, Elsevier, vol. 74(C), pages 81-94.
    11. Stylos, Nikolaos & Bellou, Victoria & Andronikidis, Andreas & Vassiliadis, Chris A., 2017. "Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists," Tourism Management, Elsevier, vol. 60(C), pages 15-29.
    12. Jenni Soo-Hee Lee & Jinsoo Hwang, 2022. "The Determinants of Visit Intention for Chinese Residents in the Michigan, United States: An Empirical Analysis Performed Through PLS-SEM," SAGE Open, , vol. 12(3), pages 21582440221, August.
    13. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    14. Frías-Jamilena, Dolores M. & Sabiote-Ortiz, Carmen M. & Martín-Santana, Josefa D. & Beerli-Palacio, Asunción, 2018. "The effect of Cultural Intelligence on consumer-based destination brand equity," Annals of Tourism Research, Elsevier, vol. 72(C), pages 22-36.
    15. Alexandra Lenis Escobar & Ramón Rueda López & Manuel Pérez-Priego & María de los Baños García-Moreno García, 2020. "Perception, Motivation, and Satisfaction of Female Tourists with Their Visit to the City of Cordoba (Spain)," Sustainability, MDPI, vol. 12(18), pages 1-15, September.
    16. Miguel-Ángel García-Madurga & Miguel-Ángel Esteban-Navarro & Juan-Francisco Delgado-de Miguel & Tamar Buil-López Menchero, 2019. "Positioning Axes of Sustainable Tourist Destinations: The Case of Aragón," Sustainability, MDPI, vol. 11(18), pages 1-18, September.
    17. Krupka Zoran & Dobra Andreja & Vlašić Goran, 2021. "Factors Influencing the Perception of Destination Brand Luxuriousness," Naše gospodarstvo/Our economy, Sciendo, vol. 67(4), pages 74-86, December.
    18. Steven Chen & Eric Shih, 2019. "City branding through cinema: the case of postcolonial Hong Kong," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 505-521, September.
    19. Melo, Helena & Moniz, Ana & Silva, Francisco & Batista, Maria, 2017. "Tourist destination image and consumer behaviour: The case of the Azores," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 5(2), pages 73-82.
    20. Veasna, Sou & Wu, Wann-Yih & Huang, Chu-Hsin, 2013. "The impact of destination source credibility on destination satisfaction: The mediating effects of destination attachment and destination image," Tourism Management, Elsevier, vol. 36(C), pages 511-526.

    More about this item

    Keywords

    Political branding; Marketing; Politics; Qualitative; Hypothesised model;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D72 - Microeconomics - - Analysis of Collective Decision-Making - - - Political Processes: Rent-seeking, Lobbying, Elections, Legislatures, and Voting Behavior
    • P16 - Political Economy and Comparative Economic Systems - - Capitalist Economies - - - Capitalist Institutions; Welfare State

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gtr:gatrjs:jmmr320. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Prof. Dr. Abd Rahim Mohamad (email available below). General contact details of provider: http://gatrenterprise.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.