Document Type : Research Paper

Authors

• hassan vakilzadeh ¹
• Saeed Naderi Asl, ²

¹ researcher/Rushd isu center

² Political Sociology Group, Faculty of Islamic Knowledge and Political Science, Imam Sadiq University, Tehran, Iran

Abstract

This research examines the brand associations of two candidates, Masoud Pezeshkian and Saeed Jalili, during the 14th presidential election among university students in Tehran. The primary aim is to identify and analyze the positive and negative mental images and associations related to these two candidates to facilitate the analysis and prediction of voters' electoral behavior. The methodology is qualitative, utilizing interviews and a conceptual mapping approach of brand associations. Findings indicate that Pezeshkian's political brand is associated with positive traits such as trustworthiness and simplicity, though negative associations like lack of planning also exist. Jalili's brand is linked with positive characteristics like revolutionary zeal and anti-imperialism, but also strongly connected to negative associations such as extremism. The results show that Pezeshkian's positive associations have greater influence due to their coherence and repetition, enabling them to overshadow negative associations. Conversely, extremism, as a negative association linked to Jalili, may adversely affect his brand image. The study demonstrates that political figures’ brand associations can significantly influence voters' electoral behavior.

Keywords

• Brand Association
• Brand Concept Map
• Masoud Pezeshkian
• Saeed Jalili
• Fourteenth Presidential Elections

Main Subjects

• Marketing