Factors in Shaping Political Human Brand Equity in Pakistan

Abstract

Current research is divided into two parts first is to study the direct impact of political engagement on political brand knowledge and political brand loyalty. The second is to study the relationships among the dimensions of voter-based political brand equity grounded on the customer base brand equity model. Even though the model has been presented in the past the relationship among the variables was missing. This study fulfills not only this gap but goes one step ahead to provide the strength of significant relationship among the variables in this model. The research informants were recruited from 15 different cities in Pakistan. Quantitative data were obtained through direct and online surveys from 1151 voters; the stratified sampling method is used. Data were analyzed using SPSS 23 and AMOS 23 structural equation modeling software. Results show that Political engagement is the stimulus factor that directly influences the constructs of political human brand knowledge indirectly influences political human brand loyalty. It also demonstrates that political engagement is a direct predictor of political human brand loyalty. The finding of this study is valuable as a reference for mapping political perception, helping marketing managers to invest in engagement activities and brand knowledge programs during the voting season to improve voters’ perceptions. The political candidates and their parties should emphasize creating, developing, and maintaining brand engagement activities for brand awareness and brand associations. This could increase the voter’s loyalty towards the political party in the elections. Researchers can gain an understanding of how political engagement relates to dimensions of the voter-based political human brand equity model and how dimension in the model relates to one another to build strong brand loyalty.