A marca do candidato político influencia a intenção do voto?
DOI:
https://doi.org/10.5585/remark.v22i5.20754Palabras clave:
Marketing Político; Intenção de Voto; Marca do Candidato; Imagem do Candidato; Candidato PolíticoResumen
Objetivo: Identificar os antecedentes da avaliação da marca do candidato político e verificar os efeitos desta na intenção de voto do eleitor.
Metodologia: Foi realizada uma pesquisa quantitativa, descritiva, com corte transversal, em que foram computados 610 respondentes na amostra. Os dados foram analisados utilizando a técnica da modelagem de equações estruturais, com o método dos mínimos quadrados parciais. A pesquisa foi estruturada a partir dos construtos: Intenção de Voto, Avaliação da Marca do Candidato, Imagem do Candidato, Reputação do Candidato e Credibilidade do Candidato.
Resultados: Inferiu-se que as variáveis latentes imagem do candidato, reputação do candidato e credibilidade do candidato produzem efeitos positivos e significativos na avaliação da marca do candidato. Além disso, observou-se que a avaliação da marca do candidato exerceu efeito positivo na intenção de voto.
Contribuições teóricas/metodológicas: Contribuiu teoricamente com o acréscimo das variáveis reputação do candidato e da credibilidade do candidato como antecessoras à avaliação da marca e, consequentemente, como mecanismos capazes de influenciar as decisões dos eleitores. Logo, com o modelo proposto, objetivou-se o embasamento e construção de estratégias de campanhas para os profissionais de marketing político.
Relevância/originalidade: Buscou-se analisar o candidato a político, a partir do conceito de marca, destacando-se a importância da credibilidade e avaliação da marca para o valor latente do candidato a político. Em especial, buscou-se destacar como esses fatores podem afetar a intenção de voto e, portanto, salientar os caminhos que podem contribuir para maior competividade e mitigação de custos no processo de campanhas eleitorais no escopo brasileiro.
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