Investigating Consumer S Sophistication, Cynicism And Efficacy On Emotion-Based Political Brand Equity Using Anes Panel Data : Moderating Role Of Partisanship

Utilising secondary data from American National Election Studies, namely the 2008-2009 panel study, this research aims to test the direct and indirect relationships between consumer‘s political sophistication and emotion-based political brand equity, and thereby emotion-based political brand equity...

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Bibliographic Details
Main Author:	Almohammad, Asaad Hasan
Format:	Thesis
Language:	English
Published:	2017
Subjects:	HD28-70 Management. Industrial Management
Online Access:	http://eprints.usm.my/45349/
Abstract	Abstract here

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