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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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
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author Alkhawaldeh, Abdelbaset M.
Md Salleh, Salniza
Halim, Fairol
author_facet Alkhawaldeh, Abdelbaset M.
Md Salleh, Salniza
Halim, Fairol
author_sort Alkhawaldeh, Abdelbaset M.
collection UUM
description 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 primary relationship in line with social exchange theory and the role of the moderating influence of utilitarian reference group (tribe) in accordance with social comparison theory, to fill these gaps in marketing literature and to address the mixed findings in the previous studies.87 survey swere obtained from electors toward party brand in Jordan context using systematic random sampling method.The data were analyzed using SPSS and PLS-SEM techniques.Result shows that there is a positive relationship in direct and indirect paths, whereas, no support for the moderator hypothesis.Ultimately, the study introduced a number of recommendations and set of directions for future research.
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spelling uum-209182017-03-01T03:13:10Z https://repo.uum.edu.my/id/eprint/20918/ Linkages between political brand image, affective commitment and electors loyalty: the moderating influence of reference group Alkhawaldeh, Abdelbaset M. Md Salleh, Salniza Halim, Fairol JA Political science (General) 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 primary relationship in line with social exchange theory and the role of the moderating influence of utilitarian reference group (tribe) in accordance with social comparison theory, to fill these gaps in marketing literature and to address the mixed findings in the previous studies.87 survey swere obtained from electors toward party brand in Jordan context using systematic random sampling method.The data were analyzed using SPSS and PLS-SEM techniques.Result shows that there is a positive relationship in direct and indirect paths, whereas, no support for the moderator hypothesis.Ultimately, the study introduced a number of recommendations and set of directions for future research. Asian Society of Business and Commerce Research 2016 Article PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/20918/1/IJBC%205%204%202016%2018%2036.pdf Alkhawaldeh, Abdelbaset M. and Md Salleh, Salniza and Halim, Fairol (2016) Linkages between political brand image, affective commitment and electors loyalty: the moderating influence of reference group. International Journal of Business and Commerce, 5 (4). pp. 18-36. ISSN 2225-2436 http://www.ijbcnet.com/5-4/IJBC-16-5409.pdf
spellingShingle JA Political science (General)
Alkhawaldeh, Abdelbaset M.
Md Salleh, Salniza
Halim, Fairol
Linkages between political brand image, affective commitment and electors loyalty: the moderating influence of reference group
title Linkages between political brand image, affective commitment and electors loyalty: the moderating influence of reference group
title_full Linkages between political brand image, affective commitment and electors loyalty: the moderating influence of reference group
title_fullStr Linkages between political brand image, affective commitment and electors loyalty: the moderating influence of reference group
title_full_unstemmed Linkages between political brand image, affective commitment and electors loyalty: the moderating influence of reference group
title_short Linkages between political brand image, affective commitment and electors loyalty: the moderating influence of reference group
title_sort linkages between political brand image affective commitment and electors loyalty the moderating influence of reference group
topic JA Political science (General)
url https://repo.uum.edu.my/id/eprint/20918/1/IJBC%205%204%202016%2018%2036.pdf
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