Factors Influencing Political Brand Coolness and Voting Intention

ABSTRACT Establishing a voter connection requires political parties to prioritize providing the electorate with pleasurable experiences, treating them as consumers, and incorporating the “coolness factor” as a key ingredient. Consequently, the perceived coolness of a political brand is a characteristic that develops and evolves independently within society. The current empirical research aims to explore the various factors that contribute to the perceived coolness of political brands and its influence on voting intention. The study's participants are selected from India, a vibrant and diverse nation known as the world's largest democracy. In order to analyze the data, researchers employ the technique known as Structural Equation Modeling (SEM). The results of the analysis highlight the considerable impact of political party brand meaning on its coolness, indicating a positive relationship between the two. The coolness of the political party brand is heavily influenced by the leader's image, which has a significant positive impact. It is further revealed that political party brand coolness has a significant positive association with voting intention and party brand engagement. Our investigation shows that political brand engagement serves as a mediator in the association between political brand coolness and voting intention, besides the direct influence of political brand coolness on voting intention. A comprehensive understanding of the study's findings enables political marketers to identify more effective strategies for cultivating political brand coolness and leveraging them to create memorable experiences that resonate with voters. Those factors ultimately affect how people vote.