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http://dx.doi.org/10.12812/ksms.2013.15.1.303

Mediator Effect of Presidential Candidate Brand Affiliated to Certain Party  

Chai, Young-Dug (Dept. of Business, Kyung Hee University)
Kim, Joon-Seok (Dept. of Business, Kyung Hee University)
Publication Information
Journal of the Korea Safety Management & Science / v.15, no.1, 2013 , pp. 303-315 More about this Journal
Abstract
The purpose of this study is to explore the mediator effect of the presidential candidate brand affiliated to the certain party toward enhancing the party brand equity and the presidential candidate brand value. In detail, firstly, the study attempts to identify the determinants of the party brand equity. Secondly, we clarify the factors of presidential candidate brand value. Finally, the paper testifies the proposed mediator model of the presidential candidate brand with respect to the impact of the belonging party brand equity in voting intention. Results show that the mediator effect of candidate brand exists between the affiliated party and the voting intention. In voting intention, the perceived quality of the party brand equity significantly influences on the candidate brand. Brand loyalty and Brand association of the party brand equity don't impact on the candidate brand significantly. In addition, the result proposes the all components of candidate brand value have significant impacts on voting intention. This paper is an initial attempts to regard the political parties and affiliated candidates in terms of brand marketing as the party brand equity and the candidate brand value respectively. With respect to better enhancing an approval rating, the study is proposed to the parties and candidates to-do list and direction of brand equity management.
Keywords
Party Brand Equity; Perceived Quality; Brand Loyalty; Brand Association; Candidate Brand; Voting Intention;
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