1Assistant Professor, Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India
2Head-Management (UG), Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India, somesh.dhamija@gla.ac.in
3Associate Professor, Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India, aruna.dhamija@gla.ac.in
*Corresponding author Email-id: amit.kumar@gla.ac.in
Consumer behaviour is one concept that has come to characterise modern way of living in many ways.
The way consumers react to certain scenarios defines their liking or disliking. Consumers tend to behave in a set pattern as far as their preferences are concerned. Modern organisations are always on the lookout for such cues that would help them in understanding the way in which consumers behave thereby improving the chances of their product finding acceptance with the targeted segments. Politics is one area which relies on consumer behaviour to a great extent. It is in this context that the phenomenon of political branding assumes significance, which is the central idea of this research paper that would explore the notion of political branding, which is about applying the principles of branding to the field of politics and consumer behaviour to an extent and in the later part highlight the ways in which political branding could help political parties and leaders to understand the target segments (read voters) as well as compared with the conventional ways of campaigning and reaching to the electorate.
Politics, Branding, Political branding, Democracy, Social networking, Consumer citizen, Consumer behaviour
