Abstract
PurposeThis study aims to examine basic factors that may influence success of political marketing.Design/methodology/approachDrawing on relevant literature, the author empirically tested the relationship between study variables on a sample of 650 Jordanian respondents.FindingsThe findings indicate that market segmentation and targeting, candidate positioning and building strong image (to candidate and party) have a positive and significant effect on the success of political marketing. The study findings indicate that candidate/party image exerted the strongest effect on the success of political marketing. Results showed also that conducting efficient market research and adopting a market‐oriented strategy had no influence on the success of political marketing.Originality/valueThese findings have significant implications for both Jordanian candidates and parties that may be taken into consideration when developing their political campaigns.
Subject
General Environmental Science
Reference78 articles.
1. Baines, P.R. and Egan, J. (2001), “Marketing and political campaign: mutually exclusive or exclusively mutual”, Qualitative Market Research: An International Journal, Vol. 4 No. 1, pp. 76‐90.
2. Baines, P.R., Harris, P. and Lewis, B.R. (2002), “The political marketing planning process: improving image and message in strategic target areas”, Marketing Intelligence & Planning, Vol. 20 No. 1, pp. 25‐33.
3. Bannon, D.P. (2004), Marketing Segmentation and Political Marketing, Political Studies Association, University of Lincoln, 4‐8 April.
4. Bradshaw, J. (1995), “Who will vote for you and why: designing strategy and theme”, in Thurber, J.A. and Nelson, C. (Eds), Campaigns and Elections: American Style, Westview Press, Boulder, CO.
5. Brennan, R. and Henneberg, S. (2008), “Does political marketing need the concept of customer value?”, Marketing Intelligence & Planning, Vol. 26 No. 6, pp. 559‐72.
Cited by
5 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献