Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship
Utilising secondary data from American National Election Studies, namely the 2008-2009 panel study, this research aims to test the direct and indirect relationships between consumer‘s political sophistication and emotion-based political brand equity, and thereby emotion-based political brand equity...
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| Format: | Thesis |
| Language: | English |
| Published: |
2017
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| Online Access: | http://eprints.usm.my/45349/ http://eprints.usm.my/45349/1/ASAAD%20HASAN%20ALMOHAMMAD.pdf |
| _version_ | 1848880304896344064 |
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| author | Almohammad, Asaad Hasan |
| author_facet | Almohammad, Asaad Hasan |
| author_sort | Almohammad, Asaad Hasan |
| building | USM Institutional Repository |
| collection | Online Access |
| description | Utilising secondary data from American National Election Studies, namely the 2008-2009 panel study, this research aims to test the direct and indirect relationships between consumer‘s political sophistication and emotion-based political brand equity, and thereby emotion-based political brand equity predictive power of consumer‘s voting choice. Grounded on the positive paradigm, this thesis utilises a quantitative methodology, namely, descriptive, in testing the aforementioned premises. The findings of this thesis suggest that consumer‘s sophistication, cynicism and efficacy are related to emotion-based PBE; consumer‘s partisanship alters the positive relationship between consumer‘s sophistication. |
| first_indexed | 2025-11-15T18:01:00Z |
| format | Thesis |
| id | usm-45349 |
| institution | Universiti Sains Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T18:01:00Z |
| publishDate | 2017 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | usm-453492019-09-10T02:17:17Z http://eprints.usm.my/45349/ Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship Almohammad, Asaad Hasan HD28-70 Management. Industrial Management Utilising secondary data from American National Election Studies, namely the 2008-2009 panel study, this research aims to test the direct and indirect relationships between consumer‘s political sophistication and emotion-based political brand equity, and thereby emotion-based political brand equity predictive power of consumer‘s voting choice. Grounded on the positive paradigm, this thesis utilises a quantitative methodology, namely, descriptive, in testing the aforementioned premises. The findings of this thesis suggest that consumer‘s sophistication, cynicism and efficacy are related to emotion-based PBE; consumer‘s partisanship alters the positive relationship between consumer‘s sophistication. 2017-02 Thesis NonPeerReviewed application/pdf en http://eprints.usm.my/45349/1/ASAAD%20HASAN%20ALMOHAMMAD.pdf Almohammad, Asaad Hasan (2017) Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship. PhD thesis, Universiti Sains Malaysia. |
| spellingShingle | HD28-70 Management. Industrial Management Almohammad, Asaad Hasan Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship |
| title | Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship |
| title_full | Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship |
| title_fullStr | Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship |
| title_full_unstemmed | Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship |
| title_short | Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship |
| title_sort | investigating consumer s sophistication, cynicism and efficacy on emotion-based political brand equity using anes panel data : moderating role of partisanship |
| topic | HD28-70 Management. Industrial Management |
| url | http://eprints.usm.my/45349/ http://eprints.usm.my/45349/1/ASAAD%20HASAN%20ALMOHAMMAD.pdf |