Rethinking political brand preference: A common-sense self-regulation model approach

This study examines the factors influencing voters' political party preferences in an unstable, sectarian, corrupted multi-party country through the common-sense model of self-regulation. Data from 1.269 voters were collected using a random proportional stratified national sampling method. Committed voters in online political brand communities perceive a national health risk, leading to emotional and cognitive distress. This distress affects their evaluation of celebrity candidates as coping strategies and self-regulation of party preference. The study revealed that perceived benefits and brand affinity partially mediated the relationship, while brand image association fully mediated the relationship. Political parties should choose well-liked and competent celebrities in such contexts to regain popularity amongst voters. The common-sense model of self-regulation is consistent in its application in predicting voters' socioeconomic political illness representations in a political clientelist context and its impact on coping procedures and coping outcomes.