The Influence of Political Marketing Mix on Voting Intention: The Mediating Roles of Brand Image, Political Cynicism, and Brand Engagement

Authors

  • Dr. Zaighum Abbas Assistant Professor, Business Administration Department, Iqra National University, Peshawar, Pakistan Author
  • Prof. Dr. Adil Adnan Dean, Faculty of Management and Social Sciences, Iqra National University, Peshawar, Pakistan Author
  • Sosan Abbas Lecturer, Business Administration Department, Iqra National University, Peshawar, Pakistan Author

DOI:

https://doi.org/10.61506/01.00420

Keywords:

political marketing, voting intention, brand image, political cynicism, brand engagement

Abstract

This study investigates the impact of the political marketing mix on voting intention, emphasizing on the mediating roles of brand image, political cynicism, and brand engagement. The research is grounded in quantitative data collected from 480 respondents in Attock, Pakistan. Structural Equation Modeling (SEM) was employed to analyze the relationships among variables. The findings reveal a significant positive effect of the political marketing mix on voting intention, with brand image and brand engagement serving as positive mediators, while political cynicism negatively mediates the relationship. These results offer valuable insights for political campaign strategists and contribute to the broader understanding of voter behavior in emerging democracies.

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Published

2024-08-28

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Articles

How to Cite

Abbas , Z. ., Adnan, A. ., & Abbas, S. . (2024). The Influence of Political Marketing Mix on Voting Intention: The Mediating Roles of Brand Image, Political Cynicism, and Brand Engagement. Bulletin of Business and Economics (BBE), 13(3), 21-25. https://doi.org/10.61506/01.00420