Factors affecting success of political marketing: a Jordanian electorate point of view
Purpose – This study aims to examine basic factors that may influence success of political marketing. Design/methodology/approach – Drawing on relevant literature, the author empirically tested the relationship between study variables on a sample of 650 Jordanian respondents. Findings – The 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/value – These findings have significant implications for both Jordanian candidates and parties that may be taken into consideration when developing their political campaigns.
Year of publication: |
2012
|
---|---|
Authors: | Salim Khatib, Fahed |
Published in: |
Journal of Economic and Administrative Sciences. - Emerald Group Publishing Limited, ISSN 2054-6246, ZDB-ID 2664448-4. - Vol. 28.2012, 1, p. 4-27
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Political marketing | Political marketing mix | Market‐oriented strategy | Candidate positioning | Candidate and party image | Voters | Elections | Politics and political science | Jordan |
Saved in:
Online Resource
Saved in favorites
Similar items by subject
-
Factors affecting success of political marketing: a Jordanian electorate point of view
Khatib, Fahed Salim, (2012)
-
“We the people … ”: levels of analysis and the US Constitution
Yammarino, Francis J., (2008)
-
Alsamydai, Mahmod Jasim, (2013)
- More ...