Obadare Olaouwa E.
&
Odia, Edith O.
Department of Marketing,
Faculty of Management Sciences,
University of Benin, Benin City,
Edo State, Nigeria
Abstract
This study examines the perceptions of factors influencing Nigeria’s electoral brand image by assessing public perceptions of electoral processes, legal compliance, INEC professionalism, voter registration, electoral materials, and dispute management. Using a quantitative, descriptive cross sectional survey of 400 registered voters across four Local Government Areas in Benin City metropolis, respondents were selected using convenience sampling technique and data were analysed using descriptive statistics. Findings revealed that voter registration, professional conduct and compliance with electoral law influence Nigeria’s electoral brand image. However, fairness and peacefulness of electoral campaign, electoral equipment and materials and dispute management demands further improvement to enhance democratic credibility and citizen trust. The study concludes that strengthening institutional integrity, improving the enforcement of electoral laws, and modernizing voter registration systems are essential to enhancing Nigeria’s electoral brand image and democratic credibility.
Keywords: Nigeria election, Brand image, Voter Registration, INEC professionalism, fairness and peacefulness of campaign, Electoral Law
