ABSTRACT

Though extant literature has investigated the role of brand endorsers in political marketing and communication research, few studies have investigated the causal relationships between brand endorsers, political party brand personality, and voter behaviour. The present study addresses this gap by investigating the relationship between brand endorsers, brand personality, brand preference, and brand equity in the political marketing context, by adhering to the meaning transfer model. The results reveal that political brand endorsers have a significant effect on political party brand personality. In addition, political party brand personality has a significant influence on the political brand preference and political brand equity. The brand personality of a political party has a partial mediating role on the relationship between brand endorsers, brand preference, and brand equity. The results of the study further describe the partial moderating role of political party type on the relationship between political party brand personality, political brand preference, and political brand equity. The paper has significant marketing and communication implications for political parties. The study is undeniably significant as it is centred on India, an emerging Asian economy whose political parties, leaders, and their strategies invite direct comparison with those of developed economies.

摘要

尽管现有文献调查了品牌代言人在政治营销和传播研究中的作用，但很少有研究调查品牌代言人、政党品牌个性和选民行为之间的因果关系。本研究通过坚持意义转移模型，通过调查政治营销背景下品牌代言人、品牌个性、品牌偏好和品牌资产之间的关系来解决这一差距。结果表明，政治品牌代言人对政党品牌个性有显着影响。此外，政党品牌个性对政治品牌偏好和政治品牌资产有显着影响。政党的品牌个性对品牌代言人之间的关系有部分中介作用，品牌偏好和品牌资产。研究结果进一步描述了政党类型对政党品牌个性、政治品牌偏好和政治品牌资产之间关系的部分调节作用。该论文对政党具有重要的营销和传播意义。不可否认，这项研究具有重要意义，因为它以印度为中心，印度是一个新兴的亚洲经济体，其政党、领导人及其战略可以与发达经济体的政党、领导人及其战略进行直接比较。