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

• Main Authors: Alkhawaldeh, Abdelbaset M., Md Salleh, Salniza, Halim, Fairol
• Format: Article
• Language: English
• Published: Asian Society of Business and Commerce Research 2016
• Subjects: JA Political science (General)
• Online Access: http://repo.uum.edu.my/20918/1/IJBC%205%204%202016%2018%2036.pdf; http://repo.uum.edu.my/20918/; http://www.ijbcnet.com/5-4/IJBC-16-5409.pdf
• Institution: Universiti Utara Malaysia

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...