POLITICAL PARTY BRAND CREDIBILITY AND VOTERS’ DECISION MAKING IN NIGERIA
Abstract
This study examined the relationship between political party brand credibility and voters’ decision making in Nigeria. The study adopted a cross-sectional survey in its investigation of the variables. Primary data was generated through structured questionnaire. The target population of this study was eighty four million, four thousand and eighty four (84,004, 084). Given an accessible population of twenty six million, six hundred and thirty four thousand six hundred and five (26,634,605) within the six geo-political zones in Nigeria, the sample size of 384 was determined using calculated using the Taro Yamane’s formula for sample size determination. The reliability of the instrument was achieved by the use of the Cronbach Alpha coefficient with all the items scoring above 0.70. The hypotheses were tested using the Pearson Product Moment Correlation Coefficient with the aid of Statistical Package for Social Sciences version 23.0. The tests were carried out at a 95% confidence interval and a 0.05 level of significance. The findings revealed that there is a significant political party brand credibility and voters’ decision making in Nigeria. The study concluded that when political parties adopt and build brand credibility it has a positive influence on voters’ decision making in Nigeria. The study recommended that political parties should emphasize the marketing brands (candidates) through the electioneering campaigns based on such candidates’ credibility.
Keywords: Political Party Brand credibility, Voters’ Decision Making, Classic Rational Choice, Confirmatory Decision-Making, Fast & Frugal Decision
CITATION: Opara, A. A. (2022). Political party brand credibility and voters’ decision making in Nigeria. The Strategic Journal of Business & Change Management, 9 (1), 622 – 636.
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DOI: http://dx.doi.org/10.61426/sjbcm.v9i1.2211
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