POLITICAL PARTY BRAND CREDIBILITY AND VOTERS’ DECISION MAKING IN NIGERIA

This study examined the relationship between political party brand credibility and voters’ decision making in Nigeria. The adopted a cross-sectional survey its investigation of variables. Primary data was generated through structured questionnaire. target population this eighty four million, thousand (84,004, 084). Given an accessible twenty six hundred thirty five (26,634,605) within geo-political zones Nigeria, sample size 384 determined using calculated Taro Yamane’s formula for determination. reliability instrument achieved by use Cronbach Alpha coefficient with all items scoring above 0.70. hypotheses were tested Pearson Product Moment Correlation Coefficient aid Statistical Package Social Sciences version 23.0. tests carried out at 95% confidence interval 0.05 level significance. findings revealed that there is significant concluded when parties adopt build it has positive influence on recommended should emphasize marketing brands (candidates) electioneering campaigns based such candidates’ credibility. Keywords: Political Party Brand credibility, Voters’ Decision Making, Classic Rational Choice, Confirmatory Decision-Making, Fast & Frugal CITATION: Opara, A. (2022). Strategic Journal Business Change Management, 9 (1), 622 – 636.