Political branding equity: a study on Thai young voters’ intention on future forward party

Political branding reflects the political standing, ideology and image of a political party which impacts the memory and perception of voters. Party brand equity has value, property, and huge party brand trust, which influence the voting intention of voters. Therefore, integrating political branding into a political party increases the opportunities
to win elections. This research aimed to examine the case of a new political party that shows political branding as a Future Forward Party. The main research objectives were: (a) to identify the relationship between party brand equity, components and voting intention; (b) to identify the relationship between party brand equity, components and
party brand attitude; (c) to identify the relationship between party brand attitude and voting intention and (d) to determine the mediating effect of party brand attitude on the relationship between party brand equity, components, and voting intention. The research employed a cross-sectional study using survey questionnaires. The research findings indicate that party brand equity and components have significant relationships with voting intention, while party brand equity and components have significant relationships with party brand attitude. Moreover, party brand attitude has a significant relationship
with voting intention. The party brand attitude significantly mediates the relationship between party brand equity, components, and voting intention. Besides these, the findings confirmed that the Theory of Reasoned Action and the Theory of Planned Behaviour could analyse political branding.