Objective: Current research is divided into two parts first is to study the direct impact of political engagement on political brand knowledge and political brand loyalty. Second is to study the relationships among the dimensions of voter-based political brand equity grounded on the customer base brand equity model Methodology: The research informants were recruited from 15 different cities in Pakistan. Quantitative data were obtained through direct and online surveys from 1151 voters; the stratified sampling method is used. Data were analyzed using SPSS 23 and AMOS 23 structural equation modeling software. Findings: Results show that Political engagement is the stimulus factor that directly influences the constructs of political human brand knowledge indirectly influence political human brand loyalty. It also demonstrates that political engagement is a direct predictor of political human brand loyalty. Implication: The finding of this study is valuable as a reference for mapping the political perception, help marketing managers to invest in engagement activities and brand knowledge programs during the voting season to improve voters’ perceptions