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Factors Influencing Political Brand Preference Among First-Time Thai Voters in Bangkok and Metropolis Areas |
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| รหัสดีโอไอ | |
| Creator | Peerapat Srising |
| Title | Factors Influencing Political Brand Preference Among First-Time Thai Voters in Bangkok and Metropolis Areas |
| Contributor | Piraphong Foosiri, Nirat Buchasuk |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2569 |
| Journal Title | Journal of Family Business and Management Studies |
| Journal Vol. | 18 |
| Journal No. | 1 |
| Page no. | 67-86 |
| Keyword | Political brand, Political brand trust, Political brand love, Political brand loyalty, Political brand preference, voting intention |
| URL Website | www.fbmsjournal.com |
| Website title | fbmsjournal |
| ISSN | 2821-9643(online) |
| Abstract | The growing level of rivalry among political party brands highlights the importance of connections between voters and political parties, particularly in Thailand is evolving landscape. In recent years, there has been a significant increase in political parties inThailand, alongside a peak in new voters, creating a relatively unknown political environment. This study, therefore, aims to explore the influences of various factors on political brand preference and seeks to determine the impact of political brand preference on voting intention. Using a quantitative approach and an anonymous online questionnaire (n = 469), the study identifies significant influences on political brand preference, including political brand trust, political brand love, political brand loyalty, extroversion, friendliness/agreeableness, emotional stability/neuroticism, conscientiousness, openness to experiences, political party leadership, party manifestosor policies, political brand authenticity, social norms, local roots, and electronic word-of-mouth (p<0.05). The findings also show that political brand preference and perceptions of the prime ministerial candidate significantly influence voting intention. |
