AOCRJ-V5I3P2

Mediating effect of Political Parties Performance
between Political Marketing Functions and Voters Loyalty

Tahir Khan
University of Central Punjab, Lahore, Pakistan,


Abstract:
Political Marketing is not a new concept it is being used and implemented with different names and shapes since centuries. Political marketing implies usage of marketing tools, techniques and methods in political process. The objective of this study was to find out impact of political marketing functions on the loyalty of voters with mediating role of political party’s performance with respect to Pakistani Political environment. Main objectives of study was to answer multiple questions 1) The function of political marketing influence loyalty of voters 2) Function of political marketing influence performance of political parties 3) Performance of political parties influence loyalty of voters 4) Function of political marketing influence loyalty of voters with mediation of performance of political Parties.

Keywords: Political Marketing Function, voter’s loyalty, Political Parties Performance


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Publisher: Research Centre of Resource Mentors (RCRM), Pakistan.

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ISSN; 2305-865X