There are many theories and studies in the domain of political branding which delve in the psychology of the voters. Question is, who could one quantify the effect of political branding with regard to helping the voters behave rationally in an election?
My anecdotal impression is that political branding causes voters to behave less rationally in an election. It seems that a rational vote would not consider political branding but instead perform a careful study of the politician's voting record to see what their real positions are and to which special interests their real allegiances lie. There are many websites that make such study possible, but many voters either lack the time or the interest to carry it out.
Do voters ever behave rationally?
https://www.researchgate.net/post/What_exactly_is_Post_Truth_Politics
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