THE EFFECT OF POLITICAL BRAND EQUITY ON YOUNG THAI VOTING INTENTION: A STUDY OF FUTURE FORWARD PARTY

Abstract

Political branding is an essential duty to present ideology, policies, image of a political party to the electors. Therefore, the party brand equity in political branding is enhances property, reliability and extent the strength of political brand. Both of strategies are influence on the remembrance and voting intention of the young generation. As well as, increase opportunity to achieve in an election. The research purposes to examine (1) the components of party brand equity are party brand image, awareness, quality, loyalty and leadership have a significant relationship influence on voting intention of the young generation (2) to investigate that the party brand attitude mediates on the relationship between the components of party brand equity and voting intention of the young generation. The research findings indicate that the components of party brand equity have a significant relationship on voting intention of the young generation and party brand attitude has a significant mediates on the relationship between the components of party brand equity and voting intention of the young generation.