Authors : Abdelbaset M. Alkhawaldeh, Salniza Bt Md. Salleh and Fairol bin Halim
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.
Abdelbaset M. Alkhawaldeh, Salniza Bt Md. Salleh and Fairol bin Halim, 2016. An Empirical Study in Voting Behavior and Political Brand. International Business Management, 10: 4365-4372.