Linkages between political brand image, affective commitment and electors loyalty: the moderating influence of reference group

The research in elector' loyalty to party brand was still fragmented, isolated and under research. This research aims to investigate the relationship between party brand image and elector loyalty to party brand, as well evaluate the mediation role of elector' affective commitment in primar...

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Bibliographic Details
Main Authors: Alkhawaldeh, Abdelbaset M., Md Salleh, Salniza, Halim, Fairol
Format: Article
Language:English
Published: Asian Society of Business and Commerce Research 2016
Subjects:
Online Access:https://repo.uum.edu.my/id/eprint/20918/1/IJBC%205%204%202016%2018%2036.pdf