Factors affecting success of political marketing: a Jordanian electorate point of view

Fahed Salim Khatib

Journal of Economic and Administrative Sciences, 2012, vol. 28, issue 1, 4-27

Abstract: 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.

Keywords: Political marketing; Political marketing mix; Market‐oriented strategy; Candidate positioning; Candidate and party image; Voters; Elections; Politics and political science; Jordan (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:jeaspp:v:28:y:2012:i:1:p:4-27

DOI: 10.1108/10264111211218496

Access Statistics for this article

Journal of Economic and Administrative Sciences is currently edited by Associate Professor Ghulam A Arain and Dr Rebecca Abraham

More articles in Journal of Economic and Administrative Sciences from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().