Chuma Diniso, Danie Ferreira, Marlé van Eyk
Abstract
This paper presents a comprehensive conceptual model for political branding, developed through a systematic literature review of 57 scholarly publications published between 2015 and 2025. Anchored in the Theory of Planned Behaviour, Social Identity Theory, and Self-Congruity Theory, the proposed conceptual model integrates independent variables (brand identity, brand image, brand trust, political communication channels, and political candidates), mediating variables (brand attachment and self-image congruence), and dependent variables (voter intention, political participation, and electoral success). The study responds to growing scholarly and practical interest in how political branding shapes voter perceptions and behaviours, particularly amid declining support for dominant parties across different countries. Employing PRISMA guidelines, the systematic literature review identifies thematic themes and sub-themes across global political contexts. It synthesises them into a contemporary conceptual model that captures the multidimensional nature of political branding. The proposed conceptual model offers strategic insights for political parties, candidates, and campaign managers to better understand and influence voter behaviour. The study concludes by proposing future empirical testing of the model to validate the relationships among its variables and enhance its practical utility in diverse electoral environments.