Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship

Almohammad, Asaad Hasan (2017) Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship. PhD thesis, Universiti Sains Malaysia.

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Abstract

Utilising secondary data from American National Election Studies, namely the 2008-2009 panel study, this research aims to test the direct and indirect relationships between consumer‘s political sophistication and emotion-based political brand equity, and thereby emotion-based political brand equity predictive power of consumer‘s voting choice. Grounded on the positive paradigm, this thesis utilises a quantitative methodology, namely, descriptive, in testing the aforementioned premises. The findings of this thesis suggest that consumer‘s sophistication, cynicism and efficacy are related to emotion-based PBE; consumer‘s partisanship alters the positive relationship between consumer‘s sophistication.

Item Type:	Thesis (PhD)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions:	Pusat Pengajian Pengurusan (School of Management) > Thesis
Depositing User:	ASM Ab Shukor Mustapa
Date Deposited:	10 Sep 2019 02:17
Last Modified:	10 Sep 2019 02:17
URI:	http://eprints.usm.my/id/eprint/45349

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