名人政治家对政党偏好的影响

IF 1.2 Q4 BUSINESS
Maya A. BouNassif, AlaaEldin Abass, Amal Al Kurdi
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引用次数: 0

摘要

政党通常试图了解在选举中影响选民决定的因素。然而,考虑到品牌亲和力和感知属性的中介作用以及性别的中介作用,无论选民的偏好如何,研究很少考察选民对名人政治家的态度如何影响其政党偏好。因此,本研究考虑政党提名名人政治家对选民政党偏好的影响。此外,它还调查了在一个反对政党的起义国家中这些观念之间的因果关系。通过在黎巴嫩15个地区的横断面调查,对一千二百六十九(1269)名黎巴嫩选民进行了具有代表性的全国抽样。采用分层比例随机抽样技术。研究结果显示,当提名名人政治家时,态度仅通过品牌亲和力在90%的置信水平上显著影响政党偏好(概率值= 0.053 <0.10)和感知属性在95%置信水平(0.039 <0.05),证明缺乏显著的直接关系(0.571 >0.10)。女性选民的性别条件间接效应对品牌亲和力的影响显著(0.025 <0.05),而性别不能决定选民对感知属性的间接影响(0.633 >0.10)。结果表明,品牌情感成分的性别差异可能会影响品牌偏好。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The impact of celebrity politicians perceptions on political party preferences
Political parties usually try to understand the factors that affect a voter’s decision in elections. However, irrespective of voters’ preferences, studies rarely examine how voters’ attitudes toward celebrity politicians affected their party preferences, given the mediating effects of brand affinity and perceived attributes and the moderated mediating role of gender. Therefore, this study considers the effect of parties’ nominations of celebrity politicians on voters’ political party preference. Moreover, it investigates the causal relationship between those perceptions in an uprising nation against political parties. A representative national sample of one thousand two hundred sixty-nine (1269) Lebanese voters was administered via a cross-sectional survey in fifteen Lebanese districts. A stratified proportional random sampling technique was used. Findings showed that attitudes significantly affected political party preferences when nominating celebrity politicians only through brand affinity on a 90% confidence level (probability-value = 0.053 < 0.10) and perceived attributes on a 95% confidence level (0.039 < 0.05), evidencing a lack of a significant direct relationship (0.571 > 0.10). Voters’ gender conditional indirect effect was significant for females’ impact on brand affinity (0.025 < 0.05), whereas gender failed to determine voters’ indirect effect on perceived attributes (0.633 > 0.10). The results have shown that gender disparities in the brand’s emotional component could affect brand preferences.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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