Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship
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Date
2017-02
Authors
Almohammad, Asaad Hasan
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Utilising secondary data from American National Election Studies, namely the 2008-2009 panel study, this research aims to test the direct and indirect relationships between consumer‘s political sophistication and emotion-based political brand equity, and thereby emotion-based political brand equity predictive power of consumer‘s voting choice. Grounded on the positive paradigm, this thesis utilises a quantitative methodology, namely, descriptive, in testing the aforementioned premises. The findings of this thesis suggest that consumer‘s sophistication, cynicism and efficacy are related to emotion-based PBE; consumer‘s partisanship alters the positive relationship between consumer‘s sophistication, cynicism, and efficacy and emotion-based PBE; emotion-based PBE is predictive of consumers‘ voting choice; consumer‘s sophistication is positively related to consumer‘s efficacy and cynicism; and consumer‘s cynicism and efficacy mediate the relationship between sophistication and emotion-based PBE. Extrapolating on the discussion of these findings, the research demonstrated the research psychological, political, and marketing contributions in terms of the aforementioned results. Thus, the current effort is posited to bring greater clarity to the literatures of marketing, political science and psychology, making it possible to understand, from an interdisciplinary perspective, the nature of relationships that governs the interactions within the framework. That said, the current study is limited by its objectives and scope and therefore, a number of suggestions are provided for future researcher‘s consideration.
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Keywords
Relationships between consumer‘s political sophistication , emotion-based political brand equity