Branding político y su incidencia en la decisión de voto del cantón Montecristi, elecciones 2023.

Abstract

The present research aims to determine how political branding influences the votlng decislon in the Montecristl canton. To carry out this study, a quantitative, exploratory and descriptive approach was used. Subsequently, a survey was applled to a populatlon of 383 Inhabltants that make up the PEA (Economically Active Population) of Montecristl. The data analysls was carried out using the IBM SPSS Statlstlcs 20,0 systC111, (he Kendnll and Spearman corrclatlon cocfflclcnts, The results show that polltlcal brandlng has an Impact on the communlcatlon of thc candldates of the Montecrlstl canton, since thert• aro adequatc conununlcatlon channcls that have allowcd cltlzens to learn about the plans, projects and works of current adinlnlstratlon, Thls has cncouraged adequate interactlon, Improvlng the voting dcclslon. Iowevcr, dlfTcrcnccs arc also obscrved In cltlzen perceptlon regardlng compliance with provlslons and regulatlons, which Is essentlal to aclileve an Informed votlng decision that strengthens curtrnt or futuro governments.