Factors affecting success of political marketing: a Jordanian electorate point of view
Journal of Economic and Administrative Sciences
ISSN: 2054-6238
Article publication date: 1 January 2012
Issue publication date: 1 January 2012
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
Citation
Salim Khatib, F. (2012), "Factors affecting success of political marketing: a Jordanian electorate point of view", Journal of Economic and Administrative Sciences, Vol. 28 No. 1, pp. 4-27. https://doi.org/10.1108/10264111211218496
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited