Political Brand, Brand Trust, Voter Trust, Political Cynicism, Political Parties, Pakistan.
The mind-set of voters, taking part in general elections of Pakistan has matured over the years. Politically, they have become more aware and at the same time demanding as well. Therefore, it is argued that the political parties, in the near future, shall have to plan their political marketing in a more responsive, accountable and in a professional manner. That could be the major possible reason that research interest in application of brand management principles to political parties is continuously increasing in developed countries. Managing a political party on the basis of brand management is very challenging task. But, by applying traditional branding theories to political marketing, it is possible to develop an increased knowledge of brand behavior in politics. In addition to brand attributes, trust plays a significant role in developing long-term relationship with voters. Voters make electoral choices analogous to commercial brand typology to choose among the available choices based on trust. Election results are evident of the fact that voters are continuously switching parties due to lack of trust in politics of the Pakistan. Purpose of this paper is to identify the possible reasons of decline in trust and the role of trust in making electoral choices. Specifically, this paper investigates three core questions. First, what are the reasons for candidates’ decline in trust? Secondly, what are the key factors, according to the political experts, that will h
Full Text : PDF
- Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand, Free Press, New York, NY.
- Barber, B. (1983). The Logic and Limits of Trust, Rutgers University Press, New Brunswick, NJ.
- Craig, S., Niemi, R. and Silver, G. (1990). Political efficacy and trust: a report on the NES pilot study items. Journal of Political Behavior, Vol. 12, pp. 289-314.
- Dalton, R. (2006). Citizen politics: public opinion and political parties in advanced industrial democracies. (4th Ed.). Washington DC: CQ Press.
- Easton, D. (1975). A reassessment of the concept of political support. British Journal of Political Science, 5, 435–457.
- Fieschi, C. and Heywood, P. (2004). Trust, cynicism and populist anti-politics. Journal of Political Ideologies, pp. 289-309.
- Govier, T. (1994). Is it a jungle out there? Trust, distrust and the construction of social reality. Dialogue, Vol. 33, pp. 237-52.
- Gundlach, G.T. and Murphy, P.E. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of Marketing, Vol. 57, pp. 35-46.
- He J. (2006). Brand relationship quality: The establishment and validation of an indigenous model in China. Journal of East China Normal University. 38(3): 100–106.
- Hetherington, M. (1999). The Effect of Political Trust on the Presidential Vote, 1968- 96, American Political Science Review. 93(2), 311-326.
- Hiscock, J. (2001). Most trusted brands. Journal of Marketing, pp. 32-3.
- Keller, K. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, Vol. 57 No. 1, pp. 1-23.
- Kotler P. and Armstrong G. (2009). Principles of Marketing, 13 edition, Pearson Education Inc.
- Lantieri, T. and Chiagouris, L. (2009). Brand trust in an age without trust: expert opinions. Journal of Consumer Marketing. 26/2. pp78–86
- Levi, M. and Stoker, L. (2000). Political trust and trustworthiness. Annual Review of Political Science, Vol. 3, p. 476.
- Miller, A. H. (1974). Political issues and trust in government: 1964–1970. The American Political Science Review, 68, pp951–972
- Miller, W. E., Miller, A. H., & Schneider, E. J. (1980). American national election studies data sourcebook 1852–1978. Cambridge, MA: Harvard University Press.
- Needham, C. (2005). Brand Leaders: Clinton, Blair and the Limitations of the Permanent Campaign, Journal of Political Studies. 53, pp343–361.
- Pauwels, T (2010). Explaining the Success of Neoliberal Populist Parties: The Case of Lijst Dedecker in Belgium. Political Studies, 58.
- Phipps, M., Brace-Govan , J. and Jevons, C. (2008). The duality of political brand equity. European Journal of Marketing, Vol. 44 No. 3/4, pp. 496-514
- Reeves, P.de Chernatony, L. and Carrigan, M. (2006). Building a political brand: ideology or voter-driven strategy. Journal of Brand Management. 13(6), pp418–428
- Rydgren, J. (2007). The Sociology of the Radical Right. Annual Review of Sociology, 33, pp241-262.
- Saunders, M., Lewis, P., and Thornhill, A. (2007). Research Methods for business students. Pearson Education Limited.
- Schiffman L., Thelen S.T., and Sherman E. (2008). Interpersonal and political trust: modeling levels of citizens’ trust. European Journal of Marketing, Vol. 44 No. 3/4, pp. 369-381
- Shaffer, S. (1981). A Multivariate Explanation of Decreasing Turnout in Presidential Elections, 1960-1976. American Journal of Political Science, 25(1), 68-95.
- Sherman, E. and Schiffman, L. (2002), Political marketing research in the 2000 US election. Journal of Political Marketing, Vol. 1, pp. 53-68.
- 18th Amendment in the Constitution of Pakistan. Retrieved on August 24, 2010, at 12:45PM, from http://www.scribd.com/doc/30269950/18th-Amendment-in-the-Constitution-of-Pakistan-Complete-Text