The impact of celebrity politicians perceptions on political party preferences
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Author(s)Maya A. BouNassifLink to ORCID Index: https://orcid.org/0000-0002-6587-7642
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AlaaEldin AbassLink to ORCID Index: https://orcid.org/0000-0002-7927-4017
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Amal Al KurdiLink to ORCID Index: https://orcid.org/0000-0003-3945-7457
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DOIhttp://dx.doi.org/10.21511/im.18(4).2022.16
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Article InfoVolume 18 2022, Issue #4, pp. 189-200
- 446 Views
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425 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
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.
- Keywords
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JEL Classification (Paper profile tab)M31, D72, D74, D81, K16
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References49
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Tables6
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Figures1
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- Figure 1. Research model
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- Table 1. Correlation analysis
- Table 2. Validity analysis
- Table 3. Regression weights
- Table 4. Mediating effects
- Table 5. Gender moderated mediation effects
- Table 6. Gender regression weights
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Adoption of Mobile Banking and Perceived Risk in GCC
Kavita Chavali ,
Ajith Kumar
doi: http://dx.doi.org/10.21511/bbs.13(1).2018.07
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Challenges of finance accessibility by SMEs in the democratic republic of Congo: is gender a constraint?
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Ownership concentration, ownership identity, and bank performance
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