Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)

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Political Branding Equity: A Study on Thai Young Voters’ Intention on Future Forward Party

Authors
Labuda Mad-A-Dam1, *, Syamsyul Anuar Ismail1
1School of Multimedia Technology and Communication (SMMTC), Universiti Utara Malaysia, Kedah, Malaysia
*Corresponding author. Email: labuda_madadam@ahsgs.uum.edu.my
Corresponding Author
Labuda Mad-A-Dam
Available Online 31 August 2023.
DOI
10.2991/978-2-38476-098-5_45How to use a DOI?
Keywords
Political Branding; Political Marketing; Branding; Voting Intention
Abstract

Political branding equity is communicating with voters using the cognitive psychological technique which is, creates promise, presents competency of political party and impacts attitude of the voters. Therefore, political branding equity is a strategy increase opportunity to achieve in elections. The research applied the cross-sectional study to examine (1) the relationships between political brand equity, other brands, and voter intention, (2) the relationships between political brand equity, other brands, and attitude, and (3) the impact of attitude on the relationships between political brand equity, other brands, and voter intention. The results indicated that there were direct and significant correlations between political brand equity, other brands, and voter intention, including attitude. Additionally, there were indirect and significant correlations mediated by attitude on the relationships between political brand equity, other brands, and voter intention, as observed in the case study of a new political party.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 August 2023
ISBN
10.2991/978-2-38476-098-5_45
ISSN
2352-5398
DOI
10.2991/978-2-38476-098-5_45How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Labuda Mad-A-Dam
AU  - Syamsyul Anuar Ismail
PY  - 2023
DA  - 2023/08/31
TI  - Political Branding Equity: A Study on Thai Young Voters’ Intention on Future Forward Party
BT  - Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
PB  - Atlantis Press
SP  - 522
EP  - 530
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-098-5_45
DO  - 10.2991/978-2-38476-098-5_45
ID  - Mad-A-Dam2023
ER  -