Product details

This paper aims to offer a lens to explore conceptually the impact of being cynical with high political sophistication and efficacy in turning such individuals to be partisan rebels against their ruling regime. For that reason, a model that encompass political cynicism, sophistication, and efficacy, endorser's credibility, the brand image, credibility and equity of an opposition party, CPHPSE-opposition party identification, trust, emotional attachment, and rebels loyalty is developed. In building the conceptual model, the researchers adopted social identity theory, emotional attachment theory, sense-making model, selective perception theory, the associative network memory model, and brand signalling theory. The present study could be the first to explore the impact of the CPHPSE and their social network interpersonal and selective perception of political endorser's credibility, brand image, credibility and equity of an opposition party on CPHPSE behaviour.