Study of the Impact of Politicians 'Personal Branding on Tehran Citizens' Intention to Vote in the Presidential Elections in the Framework of Political Marketing (Case study: Progress and Justice Population of Islamic Iran)

Political marketing has doubled in recent decades as a means of achieving practical election victory; So that the victory of political currents in the elections largely depends on the effective use of political marketing models by these groups. The main purpose of this study is to investigate the effect of politicians' personal branding on people's intention to vote in the context of political marketing. Therefore, the data of 392 citizens of Tehran have been analyzed in an unlikely way. To collect data, a standard questionnaire was used whose validity and reliability were confirmed. Structural equation technique was used to test the hypothesis and the results showed that personal branding has a significant effect on their intention to vote according to the attitude of citizens with a coefficient of 17%. While personal branding has a significant effect on their intention to vote according to the credibility perceived by citizens with a coefficient of 58%.