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In the absence of brand value.pdf (53.92 kB)

In the absence of values and ideologies, Party-switching in Nigeria is inevitable.

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posted on 2018-11-15, 22:47 authored by Emmanuel MogajiEmmanuel Mogaji

This paper aims to explore the absence of values and ideologies within the political parties and how it contributes towards party switching, using the Nigerian political scene as a focus point. The personal values and ideologies of individual politicians was questioned as well. This paper further postulated that the neither the Nigerian politicians nor the political parties have values and ideologies they stand for. Not surprising there cannot be any alignment and politicians able to switch their party at will. They are not principled to stand for something that does not exists. Moving on beyond the 2019 election in Nigeria, the paper offers practical insights into brand identity development for political parties, especially the new ones.


Declaration of conflicts of interest


Corresponding author email

Lead author country

  • United Kingdom

Lead author job role

  • Higher Education Researcher

Lead author institution

University of Greenwich


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