The Role of Political Engagement in Building Political Brand Knowledge and Loyalty

Abstract

This study utilizes a voter-based brand equity model to investigate the impact of political engagement on political brand knowledge and loyalty. While previously, researchers have applied customer-based brand equity frameworks to political marketing, the relationships between critical variables like political human brand awareness, association, and leadership perception have remained underexplored, particularly in developing democracies. This research fills that gap by examining these dynamics in Pakistan's political landscape, where voter engagement and turnout have historically been low. Using a quantitative approach, data were collected from 1,151 voters across 15 cities in Pakistan through both online and direct surveys. Structural equation modeling (SEM) was employed to analyze the data. The findings reveal that political engagement directly influences political brand knowledge and perceptions of leadership, enhancing brand loyalty. The study suggests that political candidates and their parties should prioritize creating, developing, and maintaining brand engagement activities to bolster brand awareness and associations, ultimately fostering increased voter loyalty towards the political party during elections. Candidates are likely to generate more positive perceptions and stronger voter loyalty. Political parties can use these insights to design more effective engagement programs like digital, campaign, and activist engagement that cater to the preferences and behaviors of their target voters. This study contributes to political branding literature by applying a comprehensive equity model in a developing country context. Future research could explore similar dynamics in other cultural settings or focus on the role of digital engagement in shaping political brand perceptions.