Although the concept of political party brand personality has received substantial recognition in the political marketing literature, however, no study as yet has contributed in identifying a causal relationship between the party brand personality and voter behaviour. Therefore, this paper aims to address this gap in the academic literature by determining the relationship between the multifaceted advertising-brand personality-satisfaction-loyalty constructs in political context.,The sample for the study consisting of 930 responses was drawn from the major cities of Punjab state in India through multistage stratified random sampling. AMOS-based structural equation modelling was used to test the proposed model.,Results revealed that voters’ attitude towards political advertisements had a significant effect on their satisfaction and loyalty when brand personality had a mediating role in this effect. Additionally, the influence of party brand personality on satisfaction and loyalty of voters was different for the selected four political parties.,The study carries strong implications for the political parties and the political marketers to develop pertinent marketing and communication strategies that are consistent with their personality traits, with an endeavour to enhance the satisfaction and loyalty of voters.,The most imperative discovery of this study is to determine the mediating role of party brand personality on relationship between political advertisements, voter satisfaction and party loyalty. Such a study of an emerging economy contributes significantly to the marketing theory and practice owing to the diversity and fragmentation across India with respect to religion, caste, creed and race of voters.

中文翻译：

---

研究政治广告，派对品牌个性，选民满意度和派对忠诚之间的关系

尽管政党品牌个性的概念已在政治营销文献中得到了广泛认可，但是，尚无任何研究有助于确定党品牌个性与选民行为之间的因果关系。因此，本文旨在通过确定政治背景下多层面的广告品牌人格-满意度-忠诚度结构之间的关系来弥补学术文献中的这一空白。该研究样本来自930个主要城市印度旁遮普邦通过多阶段分层随机抽样。基于AMOS的结构方程建模用于测试该模型。结果显示，当品牌个性在其中发挥中介作用时，选民对政治广告的态度会对其满意度和忠诚度产生重大影响。此外，在选定的四个政党中，党的品牌个性对选民满意度和忠诚度的影响也不同。该研究对政党和政治营销人员制定与其个性相符的相关营销和传播策略具有重要意义。特质，努力提高选民的满意度和忠诚度。这项研究最迫切的发现是确定政党品牌个性在政治广告，选民满意度和政党忠诚之间的中介作用。