BRAND ORIENTATION: A PANACEA FOR ELECTORATES' INTENTION TO VOTE IN RIVERS STATE, NIGERIA

The paper attempts to evaluate the connection amongst political brand orientation and intention to vote political parties in elections in Rivers State. The researcher employed the descriptive method which allowed for the identification and analysis of a pattern and described the behaviour of the given phenomenon without additional force. The population was all the voters in the twenty- three (23) Local Government Areas of Rivers State. The current population of registered voters in Rivers state is 3,215,273. A sample size of 400 respondents was drawn from the study population using the Taro Yamane formula. The study employed the Correlation analysis to test the hypothesis with the aid of SPSS. The results demonstrate that political brand orientation had a positive influence on voters’ intention to vote in Rivers State, Nigeria. It recommends that political parties in Rivers State should consciously work on their brand personality, brand awareness, brand association, brand orientation, perceived quality and brand trust holistically as these factors all work together to achieve success and progress in the political process in every democracy.