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An Empirical Study in Voting Behavior and Political Brand

Abdelbaset M. Alkhawaldeh, Salniza Bt Md. Salleh and Fairol bin Halim
Page: 4365-4372 | Received 21 Sep 2022, Published online: 21 Sep 2022

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Abstract

Political marketing is still a searchable arena especially in term of voter loyalty toward a political brand. This current study empirically attempts to examine the relationship between party trust and voter commitment with voter loyalty to overcome the limitations in the prior attempts. The data were collected from voters of “party brands” in three constituencies in Jordan. PLS-SEM techniques have been applied to a sample of 208 voters to test the hypothesized relationships.

How to cite this article:

Abdelbaset M. Alkhawaldeh, Salniza Bt Md. Salleh and Fairol bin Halim. An Empirical Study in Voting Behavior and Political Brand.
DOI: https://doi.org/10.36478/ibm.2016.4365.4372
URL: https://www.makhillpublications.co/view-article/1993-5250/ibm.2016.4365.4372