Asian Journal for Public Opinion Research

Center for Asian Public Opinion Research & Collaboration Initiative (충남대학교 아시아여론조사학회)
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Can Brand Affinity Outperform Political Parties' Rejection When Nominating Celebrity Politicians in a Post-Rebellion Multi-Party Context?

  • Received : 2022.11.15
  • Accepted : 2023.05.22
  • Published : 2023.05.31
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Abstract

In competitive political contexts, sustaining power is the ultimate goal for political parties. Nominating celebrity politicians can be a double-edged sword for parent brands in attracting votes and influencing voting intention. This study contributes to the moderating role of brand affinity towards celebrity politicians. It considers celebrities' cognitive perceived benefits and voting intention relationship in a multiparty parliamentarian election. A cross-sectional survey with a stratified proportional random sampling technique in fifteen Lebanese districts ensured a representative sample. One thousand two hundred sixty-nine responses were found eligible for analysis. Findings indicate that brand affinity positively moderates the negative relationship between perceived benefits and voting intention. This study offers a new understanding of celebrity politicians' implementation strategy and campaign management and considers the contribution of the affective intelligence theory. It provides implications, limitations, and promising directions for future research on celebrity politicians.

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