Linking political brand image and voter perception in India: A political market orientation approach

Political parties in order to design their competitive strategies are always keen to understand the factors that govern voter's perception. Voter's perception in this paper utilizes voter's acknowledgement of voter orientation (VO) of political parties. The purpose of this paper is to examine the constituent variables and their cumulative impact on voter's orientation and examine the linkage that exists between them. The authors have proposed four key constructs that demonstrates causality namely voter involvement (VI), voter subjective knowledge (VSK), political brand image (PBI) and environmental factor (EF). The study has used SEM method of model estimation. VI and VSK merged into a new construct labelled as voter engagement (VE). Engaged voter would impact PBI positively and political brand impacts VO. The relationship of VE and VO is mediated PBI, but the same kind of mediation is not witnessed in the case of EF. This research advances the understanding of composite variables of VO from the vantage of political market orientation. Political brand mediates the association between VE and voter perception.