KOREASCHOLAR

This study aims to answer the following question: Does leader brand personality dimensions mediate the relationship between self-identity expression and voting intention? The notion of political leaders as brands has been examined during the last decade by several studies and the increasing importance during the electoral process is now evident. Additionally, self-identity expressiveness, as a construct, has been connected to either psychological or sociological context regarding behavioral intention. The current research intends to build a framework for incorporating the concepts of leader brand image through brand personality dimensions, self-identity expression and voting intention for a political party. A quantitative survey through online structured questionnaire is employed in Greece and several significant theoretical and managerial contributions are provided.

INTRODUCTION
 LITERATURE REVIEW
  Self-Identity Expressiveness
  Leader Brand Image and Brand Personality
 RESEARCH METHOD
 ANALYSIS AND FINDINGS
 DISCUSSION AND IMPLICATIONS
 REFERENCES
 TABLES AND FIGURES

• Sofia Batsila(Athens University of Economics and Business, Grace)
• George Panigyrakis(Cyprus University of Technolog, Grace)
• Anastasios Panopoulos(University of Macedonia, Grace)