Factors responsible behind political brand preference: an empirical study on Indian voters
Purpose Political parties are continuously interested to gain knowledge about the factors that influence the voter to select political candidate of his/her choice. The purpose of this paper is to examine cumulative impact of sources of associations on voters' preference of the political party and to investigate the type of causal relationship that exists among those sources. Design/methodology/approach The authors have proposed five key sources of associations of the overall political party, namely, campaign effectiveness, image of its leaders, intensity of anti incumbency effect, meaning and trust attached with the party. Here the authors have considered four important political parties relevant to the voters of West Bengal. Those are Congress, Bharatiya Janata Party, Communist Party of India (Marxist) and All India Trinamool Congress. The authors have used SEM method for estimating the model as the same is widely used for estimating a system of equations with latent variables. Findings Out of the