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Article
Publication date: 1 January 2012

Fahed Salim Khatib

This study aims to examine basic factors that may influence success of political marketing.

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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.

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