Proceedings of the 31st International Academic Conference, London

POLITICAL MARKETING: ROLE OF SOCIALIZATION PROCESS IN THE EVELOPMENT OF VOTING INTENTIONS

MIRZA ASHFAQ AHMED

Abstract:

In political realm, the political-specific brand equity is gaining growing attention. This effort is to develop a political-specific measurement model to get insight regarding the voter’s behavior, voter choices, voting intentions and to generate more valid and reliable results. The literature from the relevant domains including Marketing, Politics, and Behavioral sciences has been reviewed to develop a good understanding and insight into relevant published material and the trends that have emerged there from to review the types of measures. Based on the reviewed measures and their literally proven chronological cause-effect relationships, a conceptual model of voter based brand equity has been proposed. Following questions are hypothesized: (1) what is the contribution of political socialization process in the development of social identity and emotional response? (2) Do the social identity and emotional response positively influence the party trust and party commitment? (3) Do the party trust and party commitment positively influence the voting intentions of the voters? (4) Does the party loyalty have moderating role among the structural relationships of the model constructs? The results indicate that to improve the voting intentions political parties have to engage themselves in the political socialization process.

Keywords: Political Marketing, Socialization Process, Voting Intentions, Party Politics

DOI: 10.20472/IAC.2017.031.002

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