A marca do candidato político influencia a intenção do voto?

Carlos Daniel Carvalho de Freitas; Gercione Dionizio Silva

doi:10.5585/remark.v22i5.20754

Autores

Carlos Daniel Carvalho de Freitas Fucape Business School https://orcid.org/0000-0001-9388-886X
Gercione Dionizio Silva Fucape Business School https://orcid.org/0000-0002-3649-1767

DOI:

https://doi.org/10.5585/remark.v22i5.20754

Palavras-chave:

Marketing Político; Intenção de Voto; Marca do Candidato; Imagem do Candidato; Candidato Político

Resumo

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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Biografia do Autor

Carlos Daniel Carvalho de Freitas, Fucape Business School

Mestre em Administração

Gercione Dionizio Silva, Fucape Business School

Doutor em Economia Aplicada

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