Brand Personality Perceptions of Political Leaders Among Young Indian Voters: A Comparative Analysis

Abstract

This study examines brand personality perceptions of three prominent Indian political leaders—Narendra Modi, Arvind Kejriwal, and Rahul Gandhi—among 425 young adults aged 18-30 in Bengaluru, using Aaker's Brand Personality Scale adapted for political context. The research explores how political leaders have evolved into individual brands beyond traditional party affiliations in India's digital age. Findings reveal distinct profiles: Modi dominates in competence (4.01) and ruggedness (3.50), positioning him as a decisive administrator. Kejriwal demonstrates the most balanced profile, leading in sophistication (3.59) and excitement (3.42), appealing to educated urban voters. Gandhi faces perception challenges, ranking lowest in competence (2.94) and ruggedness (2.66). The study confirms young voters rely on perceived personality traits as cognitive shortcuts when evaluating candidates. Social media platforms serve as crucial vehicles for political brand development, enabling leaders to craft curated personas. These findings contribute to understanding political branding in emerging democracies and voter behavior patterns among digitally native demographics.