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Since the 1960s, voting behaviour in advanced democratic states has undergone substantial changes. From this period, the transformation of social structures, increased education, and the expansion of new technologies in the field of mass media, among other things, are evident. The transformation factors that affect the voter and his choice are sooner or later reflected in new theoretical concepts describing electoral behaviour, whether it was the theory of party identification, voter choice based on issues or rational choice. So far, however, none of the theories have adequately reflected the effect of consumer-style thinking on electoral behaviour. A new trend in political marketing – political branding – aims to correct precisely this deficiency. Due to the fact that the relevant research in the field of political branding and its impact on the voting behaviour of individuals is still in its infancy, we are faced with a lack of robust theoretical foundations. The text thus aims to clarify this situation by gathering and analysing existing branding concepts, pointing to their strengths and weaknesses. Also, it contributes to the theoretical discussion by linking research on political branding to existing theories of voting behaviour, asking whether the related branding concepts are able to explain the voting behaviour of voters as well as whether they are open to further amendments and modifications. ; Since the 1960s, voting behaviour in advanced democratic states has undergone substantial changes. From this period, the transformation of social structures, increased education, and the expansion of new technologies in the field of mass media, among other things, are evident. The transformation factors that affect the voter and his choice are sooner or later reflected in new theoretical concepts describing electoral behaviour, whether it was the theory of party identification, voter choice based on issues or rational choice. So far, however, none of the theories have adequately reflected the effect of ...

The increasing levels of electoral abstention across 'new' European democracies can downgrade the legitimacy of these regimes. From this point of view, the basic question 'who does not vote and why?' gains new relevance. My article focuses on the determinants of non-voting from a cross-national perspective. I present two approaches towards explaining electoral abstention. The first, arising from the Michigan model, is based on a solid connection between party choice and participation. This approach considers the lack of party identification as the main reason for non-voting. The second approach emphasizes the role of the decision-making process in abstention itself, without regard to the selection of a preferred party, and is connected with well-known concepts like political efficacy, trust, interest, and satisfaction. These explanations have often been utilized for well-established democracies, yet how do they work in post-Communist space? After a brief theoretical discussion, I investigate the robustness of presented theories by means of empirical analysis of the situation in 11 post-Communist countries. The European Social Survey 2008 is used for the verification of the importance of both approaches. Adapted from the source document.