POLITICAL BRAND IDENTITY AND VOTERS’ PATRONAGE TOWARDS POLITICAL PARTIES IN RIVERS STATE

Abstract

The aim of this study was to examine the correlation between political brand identity and voters' patronage towards political parties in Rivers State. The study employed a cross-sectional survey, which is a type of quasi-experimental design, to assess the study's research elements. The study's population comprises 52 registered Civil Society Organisations (CSOs) in Rivers State. Data collected from this procedure were examined, and a total of 4 hypotheses were evaluated using Spearman's Rank Correlation Coefficient. Findings showed a clear and meaningful association between the dimensions of political brand identity (party culture and party relationship) and the measures of voter patronage (voters' satisfaction and voters' referral). This correlation was positive and statistically significant. It was based on this finding, the study concluded that Party culture and relationship are veritable marketing and political instruments that may be utilised to enhance voter patronage. The study's recommendations suggest that political parties and their candidates should focus on cultivating and sustaining enduring relationship values, strong positive ideologies, and consistent messaging in order to enhance voter patronage. This is in line with fulfilling electioneering promises and be consistent with party conducts in tune with both party constitution and that of the nation.