Change in Party Leadership, Party Brand Image and Voter Choice

Abstract

This chapter looks into establishing whether changes in perceived party leadership could result in changes in perceived party behaviour and voter choice in Ghana. The chapter also offers insights into who the likely voters are for the two dominant parties in Ghana, the National Democratic Congress and the New Patriotic Party; how their voting patterns have evolved, and the causes of the evolution. In order words, it investigates class distribution of voters for the two parties. It argues that changes in party leadership over the past 20 years have had influenced on voter perceptions on party brands and party choice over the years.