Effecting Of Candidate Image On Post-Voting Behaviour, Mediating Roll Of Voters’ Satisfaction In Jordanian Parliament Election Using Hirschman Theory

Abstract

The post-purchasing behavior and customer behavior have received a great attention in marketing research since a long time ago, whereas academic literature in the political marketing and voting behavior is still sparse, particularly factors that affecting on post-voting behavior. Therefore, this paper attempts to fill this gap by examining the relationship between candidate image and post-voting behavior (exit, voice, and loyalty). It also seeks to reviews the mediation role of voters' satisfaction in primary relationship to address the inconsistent findings in the previous studies.

Keywords: Candidate image, voters’ satisfaction, post-voting behavior (Exit, Voice, Loyalty).