Electoral satisfaction and political branding

The increasing personalisation of politics has transformed election campaigns, with candidates now more positioned as brands with unique human-like traits. This study explores the relationship between political branding, specifically brand personality dimensions and electoral satisfaction in the 2023 Nigerian Presidential Election. With the survey research design, data were collected from 568 registered voters across three senatorial districts of Lagos State. The study employed Aaker's five-dimensional model of brand personality to measure their frequency in campaign messages and their effect on voter satisfaction. Findings determined competence, excitement and ruggedness to be the most salient and highly appreciated attributes, echoing the aspiration of voters for active, competent and tough leadership. By contrast, sophistication and sincerity were less prominent perceptions, reflecting widespread cynicism for political elites and the limited emphasis on elite appeal. Importantly, the study demonstrates that the strategic use of brand personality dimensions not only affects electoral choice but also plays a central role in enhancing post-election satisfaction. This positions political branding as a fundamental driver of democratic trust and engagement in Nigeria's evolving political communication landscape. The study concludes that deliberate creation of candidate brand personalities fosters greater voter satisfaction which offers a workable approach to democratic consolidation