| Summary: | The way elections are carried out today has been changed dramatically. Electorate has become a target market for political parties and politicians. To attract target market (electorate) more marketing tools and techniques are being used. Thus, any political campaign is carried out today using the tools and techniques of political marketing. In today‟s changing globalised world it is quite important to understand how to obtain political market (voters) and establish trust to make this political market more sustainable.
This study will identify how to establish trustworthy relationships between electorate and political brand, examining Vladimir Putin‟s presidential campaign 2018. Political marketing is still believed to be a new multidiscipline, thus not many studies have been conducted to look into political marketing problems and issues. In this research there will be identified if such variables as brand image, brand experience, brand identity and brand preference are influential variables which lead to trust of electorate.
The main research method applied in this study is online survey. Online survey was released in Russia, targeting Moscow citizens off all ages and employment statuses to identify factors leading to trust.
Keywords: political marketing, political brand
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