Identifying and Categorizing the Factors Influencing Political Brand Choice: emphasizing 2013 Iranian presidential election

As an applied study, the current survey has investigated the factors influencing political brand choice by voters. 560 questionnaires were distributed among those who had decided to attend in 11th Iranian presidential election in three large cities including Tehran, Shiraz and Rasht. Face validity approach was used to test the validity. For testing the reliability of the questionnaires, Alpha Cronbach (79%) was applied. Findings showed that the most important factor influencing the choice of president brand possesses some characteristics including law-abiding, acceptance of criticism, seeking consultancy, and speech in public and holding some face to face meetings with people. Also other findings revealed that in the view point of the largest cluster of voters, variables such as well understanding of people needs, expertise, power of utterance and the ability to speech has the highest importance and attributes like as candidate appearance (cloths, face and body physics), candidate party and having a distinctive symbol or slogan has the lowest importance in choosing president brand.