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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Main Author:	Almohammad, Asaad Hasan
Format:	Thesis
Language:	English
Published:	2017
Subjects:	HD28-70 Management Industrial Management
Online Access:	http://eprints.usm.my/45349/1/ASAAD%20HASAN%20ALMOHAMMAD.pdf
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id	my-usm-ep.45349
record_format	uketd_dc
spelling	my-usm-ep.453492019-09-10T02:17:17Z Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship 2017-02 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 http://eprints.usm.my/45349/ http://eprints.usm.my/45349/1/ASAAD%20HASAN%20ALMOHAMMAD.pdf application/pdf en public phd doctoral Universiti Sains Malaysia Pusat Pengajian Pengurusan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	HD28-70 Management Industrial Management
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
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.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Almohammad, Asaad Hasan
author_facet	Almohammad, Asaad Hasan
author_sort	Almohammad, Asaad Hasan
title	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_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_sort	investigating consumer s sophistication, cynicism and efficacy on emotion-based political brand equity using anes panel data : moderating role of partisanship
granting_institution	Universiti Sains Malaysia
granting_department	Pusat Pengajian Pengurusan
publishDate	2017
url	http://eprints.usm.my/45349/1/ASAAD%20HASAN%20ALMOHAMMAD.pdf
_version_	1747821491577159680

Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship

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