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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Bibliographic Details
Main Author: Almohammad, Asaad Hasan
Format: Thesis
Language:English
Published: 2017
Subjects:
Online Access:http://eprints.usm.my/45349/1/ASAAD%20HASAN%20ALMOHAMMAD.pdf
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