Towards the development of a cross‐cultural model of voter behavior

Cwalina, Wojciech; Fałkowski, Andrzej; Newman, Bruce I.

doi:10.1108/03090561011020462

Cited by 29 publications

(23 citation statements)

References 12 publications

(27 reference statements)

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“…This value is particularly greatest and demonstrates that the voters' attitude toward PML-N is mainly dependent on the party loyalty and the contribution of socialization process in shaping the attitude of voters is comparatively less than the voters' loyalty with PML-N. The model data also confirms the significant and positive relation with attitude toward party and voting preferences this finding confirms the study result of many researchers including Cwalina, Falkowski, Newman, 2010;Dermody, Lloyd and Scullion, 2010;Choi and Kim, (2012).…”

Section: Structural Equation Modeling For Pml (N)supporting

confidence: 92%

“…The aforementioned constructs of the political brand equity model reveals the importance of these variables in the development of party equity (Cwalina, Falkowski, Newman, 2010). The party awareness is correlated with the party preferences and enhances the party preferences by shaping the attitude of the voters (Plasser, 2000).…”

Section: Attitude and Voting Preferencesmentioning

confidence: 99%

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Political Brand Equity Model: The Integration of Political Brands in Voter Choice

Ahmed

Lodhi

Ahmad

2015

Journal of Political Marketing

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The voters' choices about political parties have many similarities in how they make their choices about commercial brands. Therefore, political parties are now constantly applying the concept and strategies of brand management to make the political product attractive, appealable, trustable, differentiable, source of long-term relationship and decision-making driver. Furthermore, the political parties have to play an active role in the community's political socialization processes which are relying heavily on the branding strategies. Because, the community's social gregariousness have profound effect on the electorates' propensity to participate in the politics that constitutes the party equity. This study has deeply explored and broadened the concept of party equity analogous to commercial brand equity typology by developing a politics specific brand equity model. This model demonstrates the integration of political brands in voter choice. Empirically, this model has been validated by collecting 550 valid-responses from the constituency of District Gujrat, Pakistan. A careful analysis of these responses through SEM methodology has revealed that political parties vary according to the outcomes of their role in the political socialization process of the communities, loyalty and voters Downloaded by [New York University] at 22:46 29 May 2015 2 attitude. Those parties, that have favorable role in socialization process, have strong party knowledge and thus have high party equity as compare to competing political parties, which have weak position of party knowledge. Similarly, this study provides the roadmap and guidelines for the political parties to manage their party equity. Similarly, the model would be able to facilitate political parties in comparing different constituencies on the basis of their diversified social dynamics and political knowledge and in the development of constituency based manifesto, may also be termed as "Localized Manifesto" to further enhance their vote bank.

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Section: Structural Equation Modeling For Pml (N)supporting

confidence: 92%

Section: Attitude and Voting Preferencesmentioning

confidence: 99%

Political Brand Equity Model: The Integration of Political Brands in Voter Choice

Ahmed

Lodhi

Ahmad

2015

Journal of Political Marketing

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“…Hence it adds to research over the last 15 years in political marketing that uses a variety of new models to predict and understand voter behaviour (e.g. Baines et al, 2003;, 2011Ben-ur and Newman, 2010;Cwalina et al, 2004Cwalina et al, , 2010French and Smith, 2010;Newman, 2007;O'Cass, 2002;O'Cass and Nataraajan, 2003).…”

Section: Theoretical Contributionmentioning

confidence: 99%

Does the factor theory of satisfaction explain political voting behaviour?

Schofield

Reeves²

2015

European Journal of Marketing

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Purpose -The validity of the three factor theory of satisfaction in explaining consumer decision making for products and services is well established. This paper explains voter perceptions and voting behaviour in the 2010 UK General Election on the basis of this theory, by evaluating the differential impact of government performance on key political issues defined as hierarchical voter satisfaction factor types.Design/methodology/approach -British Election Survey (2010) data is used to test the relative influence of hierarchical voter satisfaction factor types in predicting: (1) the perceived overall performance of the former Labour government; (2) actual voting behaviour. Sequential and multinomial logistic regression models are used in (1) and (2), respectively.Findings -'Basic' factors explain more of the variance in perceived overall government performance and voting behaviour than 'performance' factors. There are significant positive main and interaction effects on Conservative and Liberal Democrat party votes from Labour's under performance on the 'basic' factors. The results have important implications for political marketing and voting behaviour research.Originality/value -The study establishes the relevance of the three factor theory of satisfaction within a political marketing context. It demonstrates that, controlling for party loyalty, perceived government performance on the hierarchical voter satisfaction factors explains voter perceptions and voting behaviour to a significant degree. In particular, it highlights the criticality for voting behaviour of both the direct and indirect impacts of 'basic' factor under performance.

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“…In the marketing arena, the segmentation approaches that are employed are geographic, demographic, behavioural, and psychographic segmentation approach. However, Cwalina, Falkowski & Newman (2010) also suggest that in political marketing, market segmentation goes beyond these approaches and more complex models are used. Regardless of the approaches that are employed to define voter segments, the superseding and paramount goal is for political parties to know the voter intimately and in the best possible manner.…”

Section: Segmentation Targeting and Positioning (Stp) Are Crucialmentioning

confidence: 99%

The Influence of Political Marketing Using Social Media on Trust, Loyalty and Voting Intention of the Youth of South Africa

Dabula¹

2017

BSSJ

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South Africa has witnessed a decline in youth voter turnout. Consequently, political parties are employing marketing strategies that aim to appeal to the young voter, such as social media. Notwithstanding the increasing studies on social media in political marketing, there is a dearth of such research in South Africa. Furthermore, no studies have explored the influence of political marketing using social media on voter trust, loyalty and voting intention of the youth in the South African political context. This research intends to contribute to the increasing body of research on the efficacy of political marketing using social media by political parties in South Africa to engage with the youth and improve their election turn out. The two main research objectives are to establish the influence of political marketing using social media and on voting intention, with voter trust and voter loyalty as mediators and to determine which mediator (voter trust or voter loyalty) has the strongest influence on the outcome variable (voting intention). Using a data set of 250 respondents, between the ages of 18 and 35 years, from Gauteng Province in South Africa, this study examines these relationships. The study outcome is that all the five hypotheses are supported. The results indicate that the relationship between political marketing using social media and voter trust, political marketing using social media and voter loyalty, voter trust and voter loyalty, voter trust and voting intention and voter loyalty and voting intention are all positive in a significant way. The research paper discusses both academic, political party and marketer's implications of the results and future research directions are suggested.

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Towards the development of a cross‐cultural model of voter behavior

Cited by 29 publications

References 12 publications

Political Brand Equity Model: The Integration of Political Brands in Voter Choice

Political Brand Equity Model: The Integration of Political Brands in Voter Choice

Does the factor theory of satisfaction explain political voting behaviour?

The Influence of Political Marketing Using Social Media on Trust, Loyalty and Voting Intention of the Youth of South Africa

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