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What is Brand Loyalty in Jordanian Politics about?

This research investigates the relationship between brand equity and loyalty to political parties among Jordanian voters, addressing gaps in previous literature. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) on a sample of 208 voters, the study finds positive support for some hypotheses regarding brand equity dimensions and loyalty. The findings highlight the importance of brand awareness, image, quality, and trust in influencing voter loyalty in the political context.

Author

Shruti Singh

Language

EN