Linkages between political brand image, affective commitment and electors loyalty: the moderating influence of reference group

摘要: The research in elector' loyalty to party brand was still fragmented, isolated and under research. This aims investigate the relationship between image elector brand, as well evaluate mediation role of affective commitment primary line with social exchange theory moderating influence utilitarian reference group (tribe) accordance comparison theory, fill these gaps marketing literature address mixed findings previous studies.87 survey swere obtained from electors toward Jordan context using systematic random sampling method.The data were analyzed SPSS PLS-SEM techniques.Result shows that there is a positive direct indirect paths, whereas, no support for moderator hypothesis.Ultimately, study introduced number recommendations set directions future