Abstract
ABSTRACT Successful political outsiders from the largest democracies, such as Narendra Modi (India), Donald Trump (USA), Joko Widodo (Indonesia), and Jair Bolsonaro (Brazil), have strong leadership images as a reformist. The case of Widodo of Indonesia is unique considering that he rose to power within less than ten years with an image of a servant leader, compared to his counterparts, who tend to be perceived as far right-wing conservatives. Yet, the interplay between leadership brand image and important branding components such as personality and trust remained a gap in the literature. To fill these gaps, this study investigates the brand impact of servant leadership and reformist (perceived qualities, proposed programs, and voters’ engagement style) on a leader’s brand trust with the mediating effect of brand personality (responsible and active) based on Widodo’s case. PLS-SEM is utilized to estimate the model with latent variables and conduct analysis. Results indicate high overall mean scores from all dimensions despite 53.4% of samples (n = 453) not having a political party preference. The study found that servant leadership and reformist image have moderate to substantial effects on brand personality and trust. Responsible persona has proven to mediate most proposed relationships. Implications are discussed.
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