Bibliographic citations
Dávila, M., Lopez, A., Davila, M. (2023). La calidad de relación, compromiso con la marca y comportamiento de los votantes: Evidencia en Lima Metropolitana 2022 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/672040
Dávila, M., Lopez, A., Davila, M. La calidad de relación, compromiso con la marca y comportamiento de los votantes: Evidencia en Lima Metropolitana 2022 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/672040
@misc{renati/413885,
title = "La calidad de relación, compromiso con la marca y comportamiento de los votantes: Evidencia en Lima Metropolitana 2022",
author = "Davila Pajares, Mariluna Carmen",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
This research study studies important factors in political marketing strategies and the main reasons why voters are inclined to choose one political party and/or candidate over another. Therefore, the entire development studies the premises of the relationship between the variables of relationship quality, brand commitment and voter behavior and how each of them influence the final election decision. In a commercial setting, buyer behavior is highly dependent on the commitment customers have to their chosen brands and, at the same time, on the relationship quality they have. Then, if we translate these factors into the political context, it can be said that political parties are like the product, and voters, their customers. This research work has taken as main reference the variables and hypotheses raised in the paper entitled “The impact of political Brand relationship, Quality and Brand engagement on voters: Citizenship Behaviour“, which has been developed and applied to the political situation with evidence in Metropolitan Lima giving it a quantitative approach, which poses a study problem delimited and of a sequential and evidential nature. The results of the present research indicate that there is a correlation between the variables in a population such as that of Metropolitan Lima.
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