| 000 | 02578nam a22002777a 4500 | ||
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| 999 |
_c336295 _d336295 |
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| 003 | MY-KjKLI | ||
| 005 | 20240516125146.0 | ||
| 008 | 240516b xxu||||| |||| 00| 0 eng d | ||
| 020 | _a9781543760897 | ||
| 040 |
_aMY-KjKLI _beng _cMY-KjKLI |
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| 050 | 1 | 0 |
_aJF1001 _bZak |
| 942 |
_2lcc _cPBK |
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| 100 | 0 | _aZakari Bukari | |
| 245 | 1 | 0 |
_aPOLITICAL MARKETING: _bGHANA VOTERS' BEHAVIOUR, TRUST, LOYALTY, AND INTENTION TO VOTE / _cZakari Bukari, Abu Bakar A Hamid, Hishamuddin MD SOM. |
| 264 | 1 |
_aSingapore ; Malaysia : _bPartridge, _c©2020. |
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| 300 |
_a241 pages ; _b23 cm |
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| 336 |
_2text _ardacontent |
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| 337 |
_2unmediated _ardamedia |
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| 338 |
_2volume _ardacarrier |
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| 504 | _aIncludes bibliographical references. | ||
| 520 | _aPolitical marketing is part and parcel of political life. Politicians, government and council departments have incorporate marketing in their pursuit of political goals. They are aware when deciding on policies and service deliverances; understand people they serve and seek votes from them and thus create new segments to target and creation of the political brand to develop an attractive vision. The objectives of this study are to examine voters` behaviour, the role of loyalty, trust, and voting intention in selecting political leaders in Ghana. Data gathered from 520 eligible voters who have voted at least two times. Structural Equation Modeling Smart PLS was employed generate the findings. The outcome revealed that, candidate personality, epistemic value, contingency situation and political issues have a positive and significant influence on voting intention. However the social imagery had no effect on voting intention from the voters` perspectives. Voters` loyalty and trust moderates voting intention on the aggregate level. This finding suggested that political issues engagement with voter audience need to be revisited through civic education. Given the importance that democratic societies placed on citizens’ participation in an electoral process. Incorporating their views, opinions and feelings on trust and loyalty to a party on their voting intention will offers an empirical dimension to the evaluation of voters` behaviour and also help the leadership of the various political parties in Ghana in their quest to develop appropriate strategies with the so aim of winning election. As marketers do to win their customers against their competitors. | ||
| 650 | 1 | 0 |
_aGhana _x Politics and government |
| 650 | 2 | 0 |
_aVoters _xAttitudes _zGhana |
| 700 | 0 | _aAbu Bakar A Hamid | |
| 700 | 0 | _aHishamuddin MD SOM | |