Title: Brand image in politics: a case study of the 2012 Egyptian presidential election

Authors: Dalia Abdelrahman Farrag

Addresses: Management and Marketing Department, College of Business and Economics, Qatar University, P.O Box 2713, Doha, Qatar

Abstract: This study measures the brand image of the previous Egyptian president who belongs to an Islamic oriented political party (Freedom and Justice Party) and its impact on voting intentions for the upcoming presidential elections. Quantitative research in the form of a face-to-face survey has been conducted. The authors used a comprehensive, combined brand image scale as suggested by Guzman and Sierra (2009) as they combined Aaker (1997), 42 final brand personality scale traits with the 25 adjectives by Caprara et al. (2002) used to measure politicians' personalities. A sample of 350 Egyptian citizens that have the right to vote were surveyed using a structured questionnaire. Data were analysed using principle component analysis and Pearson correlation analysis. The resulting brand image framework for Egypt's Islamic president in 2012 was represented by the most important factors after running the statistical analysis and excluding irrelevant factors. A significant relationship existed between brand image of the candidate and future voting intentions for the upcoming presidential elections. We must not undermine the importance of branding in the political world as political candidates are turning into brands that posses strong perception in the minds of their people.

Keywords: brand image; political banding; Islamic politics; factor analysis; voting intentions; Egypt; Egyptian presidential elections.

DOI: 10.1504/IJTCS.2013.060632

International Journal of Teaching and Case Studies, 2013 Vol.4 No.4, pp.296 - 312

Received: 02 Nov 2013
Accepted: 05 Nov 2013
Published online: 28 Jun 2014 *

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