The Impact of Political Brand Personality, Political Brand Preference, and Political Brand Equity on Voter’s Decision Making in Indian Youth: Behavioural Perspective of a Consumer

Description

Page: 295-299

Narsingh Kumar (Department of Psychology, University of Allahabad, Prayagraj, Uttar Pradesh)

This study probes the influence of Political Brand Personality, Political Brand Preferences, and Political Brand equity on the decision-making process of young voters of India. This study fills this knowledge gap by examining the nexus between political endorsers, political brand preferences, political brand personality, and political brand equity and elements of voter decision-making like voter involvement, subjective knowledge, information seeking, and perceived risk. Voter decision-making is highly influenced by political branding, according to data from 220 Indian voters between the ages of 18 and 30 years. The results help politicians and political parties better understand voter behaviour by offering insights into India’s changing political environment.