Influence of the personality traits of the political leader's personal brand on voters' voting intentions

Abstract

This research focuses on the personal brand of Niger's political leaders and voters' voting intentions. The main objective is to identify the dimensions linked to this brand in order to explain their influence on voters' voting intention. An interview guide for 55 voters and a questionnaire for 489 people were developed to achieve this objective. The results of a multivariate analysis using linear regression showed that the variables in the literature, namely the competence, credibility, sincerity, morality and robustness of the political leader, exist at contextual level and are known by voters. These variables have a positive and significant influence on voters' voting intention. This research merits further investigation with a larger sample spread over a longer period that could take into account other towns in the country and, above all, other variables to provide a better understanding of the problem.

Key words : Personal brand ; voting intention ; personality traits

JEL Classification : M30

Paper type: Empirical research