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Political branding equity: a study on Thai young voters’ intention on future forward party

Political branding reflects the political standing, ideology and image of a political party which impacts the memory and perception of voters. Party brand equity has value, property, and huge party brand trust, which influence the voting intention of voters. Therefore, integrating political branding...

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Main Author: Mad-A-Dam, Labuda
Format: Thesis
Language:English
English
Published: 2021
Subjects:
JF Political institutions (General)
Online Access:https://etd.uum.edu.my/10203/1/s824811_01.pdf
https://etd.uum.edu.my/10203/2/s824811_02.pdf
https://etd.uum.edu.my/10203/
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spelling my.uum.etd.102032023-01-11T00:18:06Z https://etd.uum.edu.my/10203/ Political branding equity: a study on Thai young voters’ intention on future forward party Mad-A-Dam, Labuda JF Political institutions (General) Political branding reflects the political standing, ideology and image of a political party which impacts the memory and perception of voters. Party brand equity has value, property, and huge party brand trust, which influence the voting intention of voters. Therefore, integrating political branding into a political party increases the opportunities to win elections. This research aimed to examine the case of a new political party that shows political branding as a Future Forward Party. The main research objectives were: (a) to identify the relationship between party brand equity, components and voting intention; (b) to identify the relationship between party brand equity, components and party brand attitude; (c) to identify the relationship between party brand attitude and voting intention and (d) to determine the mediating effect of party brand attitude on the relationship between party brand equity, components, and voting intention. The research employed a cross-sectional study using survey questionnaires. The research findings indicate that party brand equity and components have significant relationships with voting intention, while party brand equity and components have significant relationships with party brand attitude. Moreover, party brand attitude has a significant relationship with voting intention. The party brand attitude significantly mediates the relationship between party brand equity, components, and voting intention. Besides these, the findings confirmed that the Theory of Reasoned Action and the Theory of Planned Behaviour could analyse political branding. 2021 Thesis NonPeerReviewed text en https://etd.uum.edu.my/10203/1/s824811_01.pdf text en https://etd.uum.edu.my/10203/2/s824811_02.pdf Mad-A-Dam, Labuda (2021) Political branding equity: a study on Thai young voters’ intention on future forward party. Masters thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic JF Political institutions (General)
spellingShingle JF Political institutions (General)
Mad-A-Dam, Labuda
Political branding equity: a study on Thai young voters’ intention on future forward party
description Political branding reflects the political standing, ideology and image of a political party which impacts the memory and perception of voters. Party brand equity has value, property, and huge party brand trust, which influence the voting intention of voters. Therefore, integrating political branding into a political party increases the opportunities to win elections. This research aimed to examine the case of a new political party that shows political branding as a Future Forward Party. The main research objectives were: (a) to identify the relationship between party brand equity, components and voting intention; (b) to identify the relationship between party brand equity, components and party brand attitude; (c) to identify the relationship between party brand attitude and voting intention and (d) to determine the mediating effect of party brand attitude on the relationship between party brand equity, components, and voting intention. The research employed a cross-sectional study using survey questionnaires. The research findings indicate that party brand equity and components have significant relationships with voting intention, while party brand equity and components have significant relationships with party brand attitude. Moreover, party brand attitude has a significant relationship with voting intention. The party brand attitude significantly mediates the relationship between party brand equity, components, and voting intention. Besides these, the findings confirmed that the Theory of Reasoned Action and the Theory of Planned Behaviour could analyse political branding.
format Thesis
author Mad-A-Dam, Labuda
author_facet Mad-A-Dam, Labuda
author_sort Mad-A-Dam, Labuda
title Political branding equity: a study on Thai young voters’ intention on future forward party
title_short Political branding equity: a study on Thai young voters’ intention on future forward party
title_full Political branding equity: a study on Thai young voters’ intention on future forward party
title_fullStr Political branding equity: a study on Thai young voters’ intention on future forward party
title_full_unstemmed Political branding equity: a study on Thai young voters’ intention on future forward party
title_sort political branding equity: a study on thai young voters’ intention on future forward party
publishDate 2021
url https://etd.uum.edu.my/10203/1/s824811_01.pdf
https://etd.uum.edu.my/10203/2/s824811_02.pdf
https://etd.uum.edu.my/10203/
_version_ 1755875152333111296
score 13.211869

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