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

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.Designmethodologyapproach 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 candidateparty image exerted the strongest effect on the success of political marketing. Results showed also that conducting efficient market research and adopting a marketoriented strategy had no influence on the success of political marketing.Originalityvalue These findings have significant implications for both Jordanian candidates and parties that may be taken into consideration when developing their political campaigns. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Economic and Administrative Sciences Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1026-4116
DOI
10.1108/10264111211218496
Publisher site
See Article on Publisher Site

Abstract

Purpose This study aims to examine basic factors that may influence success of political marketing.Designmethodologyapproach 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 candidateparty image exerted the strongest effect on the success of political marketing. Results showed also that conducting efficient market research and adopting a marketoriented strategy had no influence on the success of political marketing.Originalityvalue These findings have significant implications for both Jordanian candidates and parties that may be taken into consideration when developing their political campaigns.

Journal

Journal of Economic and Administrative SciencesEmerald Publishing

Published: Jan 1, 2012

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