Political Brand Image and the Choice of Parliamentary Candidates

The main objective of the study was to examine political brand image and the choice of parliamentary candidates. Specifically, the study seeks to;

1. Investigate the relationship between brand image and voter decision.
2. Identify the relationship between brand elements and voter decision.
3. Identify the relationship between brand elements and brand image.

The study adopted the descriptive research design. The descriptive research was used because of its ability to use either qualitative or quantitative data or both, giving the researcher greater options in selecting the instrument for data-gathering. The study adopted a descriptive survey research design and was purely quantitative in nature. Quantitative research designs are used when researchers seek to conduct statistical analysis, use lots of subjects, or strive for accuracy and to generalize. This was necessary because the descriptive research design provided the opportunity for thorough interpretation and explanation of the constructs for this study. A sample size of one hundred (150) respondents was used for the study. Convenience sampling technique was employed to select the 150 respondents. Questionnaires were used as the data collection instrument. The data collected from the respondents was coded and processed using Statistical Package for Social Sciences (v.16).