Branding Strategies for Influencing Voter Citizenship Behavior in Indonesia: The Moderating Role of Psychological Contract Violation

Abstract The association of political brand relationship management and voters’ citizenship behavior is a relatively new concept in political marketing research. The relationship between voters and political parties is more complicated in modern times, due to both the sophisticated trends of the current political scenario and voters’ high expectations. This study investigates how political brand identification, political brand relationship investment, political brand relationship quality, and psychological contract violation influence voter citizenship behavior. Currently, the literature examining the effects of these factors on voter citizenship behavior, in conjunction with psychological contract violation, is fairly sparse. Using a sample set of 520 Indonesian voters, the study was able to determine that the political brand relationship quality has the strongest impact on voter citizenship behavior, followed by the political brand identification and political brand relationship investment. Further results imply that a psychological contract violation is not directly related to voter citizenship behavior but that it does significantly moderate the relationship between the political brand relationship investment and voter citizenship behavior. This research adds new insights into the field of political marketing and provides strategic branding guidelines for politicians and others planning to implement political branding to build a relationship with voters.