جستجوی مقالات مرتبط با کلیدواژه « آمیخته بازاریابی سیاسی » در نشریات گروه « علوم سیاسی »

The purpose of this study is to investigate and determine the effect of political marketing mix and brand equity of political parties on voter commitment and loyalty in Iran. The statistical population of this study is eligible citizens in Tehran in 1396. The statistical population of this study is citizens eligible to vote in Tehran. For this purpose, 384 people were selected by available random sampling method. The instrument used in this research was a questionnaire that 14 questions were distributed to measure the political marketing mix, 24 questions to measure brand equity and 2 questions to measure voter commitment and 2 questions to measure voter loyalty were distributed among respondents. The findings were analyzed using LISREL software and the results showed that the political marketing mix has a direct and significant effect on brand equity and voter commitment and loyalty. It was also found that high brand equity can, as a mediating variable, strengthen the relationship between political marketing mix and voter commitment and loyalty.

In recent years a lot of parties and candidates competing in this arena have turned to using marketing techniques. That is why such terms as personal marketing, political marketing and campaigns marketing are used in the meantime. This study aims to explore the effect of political marketing mix on voter’s intention based on demographic characteristic in 10th parliament election in Tehran. According to unlimited number of statistical population, a sample consisting of 385 voters of 10th parliament election were selected and investigated by using unlimited statistical population formula. Method of the research is based on descriptive surveyresearch and is an applied study. The conceptual model is conducted based on Political marketing mix which consists of political product, political promotion, political place, and political price and demographic factors including gender, occupation, income, education and age. The results of the research showed that each aspect of promotions, product, price and location of the political marketing mix has a significant effect on voters' intentions. Also, demographic factors that were considered as a moderator variable showed that age and gender had no significant effect, while education, occupation and income had a significant effect.