Assessing the effect of the Iranian political trends’ brandson voters’ choice (Case- study: students of Tehran University)

One of the most important solutions for lowering the vulnerability of political participation phenomenon is a multidisciplinary field of research called political branding. Political branding advantages consist of both sides of a spectrum of who choose and who are chosen in a political campaign. In such a circumstance which people’s involvement with politics and political actors is low and people become more disappointed and doubtful about politicians as times goes, political branding can become a leverage for changing this situation to a more hopeful one for mentioned both sides. Political brand can lower the complexity of political environments for voters to decide, so they would tolerate fewer risks for choosing an alternative among others. When voters are exposed to candidates’ political different advertising, this is a political brand and all its elements that help them to choose more determined. This research tries to assess the effect of political brand elements- including ideology, candidate, policies and slogans- of Iranian political trends on voters’ choice in the 2017 Iranian presidential election. In this research, a questionnaire with 31 items had designed and distributed electronically among a sample of 377 students of the University of Tehran. After that, the statistical analysis was implemented through multinominal logistic regression test and by the 26th version of IBM SPSS software. The consequences of our research show that three of four political brand elements of political trends in Iran- including ideology, candidate and policieshave positive effects on voters’ choice at that time.