Candidates’ characteristics play a vital role in voter’s decision making process (Popkin, 1994;
Sniderman, 1991). Top Leadership’s profile is especially crucial for the success of political parties.
Charismatic leadership can prove to be a differential advantage and a decisive factor for the success of
a political party especially in political cultures characterizing low political socialization. In Pakistan,
Zulfiqar Ali Bhutto led his party to the highest peaks by using the charisma of his personality and
focusing on voters’ preferences. He gave a manifesto based on public needs and won hearts of a vast
majority. He occupies a significant proportion of the mind and heart share of the voter publics even
after his death
Sniderman, 1991). Top Leadership’s profile is especially crucial for the success of political parties.
Charismatic leadership can prove to be a differential advantage and a decisive factor for the success of
a political party especially in political cultures characterizing low political socialization. In Pakistan,
Zulfiqar Ali Bhutto led his party to the highest peaks by using the charisma of his personality and
focusing on voters’ preferences. He gave a manifesto based on public needs and won hearts of a vast
majority. He occupies a significant proportion of the mind and heart share of the voter publics even
after his death
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