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

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  • Fahed Salim Khatib

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.

Suggested Citation

  • Fahed Salim Khatib, 2012. "Factors affecting success of political marketing: a Jordanian electorate point of view," Journal of Economic and Administrative Sciences, Emerald Group Publishing Limited, vol. 28(1), pages 4-27, January.
    • Handle: RePEc:eme:jeaspp:v:28:y:2012:i:1:p:4-27
    DOI: 10.1108/10264111211218496
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    References listed on IDEAS

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    1. Jennifer Lees‐Marshment, 2001. "The Marriage of Politics and Marketing," Political Studies, Political Studies Association, vol. 49(4), pages 692-713, September.
    2. Margaret Scammell, 1999. "Political Marketing: Lessons for Political Science," Political Studies, Political Studies Association, vol. 47(4), pages 718-739, September.
    3. Anthony Downs, 1957. "An Economic Theory of Political Action in a Democracy," Journal of Political Economy, University of Chicago Press, vol. 65, pages 135-135.
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    Cited by:

    1. Abdelbaset M. Alkhawaldeh & Salniza Md. Salleh & Fairol Bin Halim, 2016. "Brand Equity and Brand Loyalty: New Perspective," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 722-730.
    2. Abdelbaset M. Alkhawaldeh & Salniza Md. Salleh & Fairol Bin Halim, 2016. "Brand Equity and Brand Loyalty: New Perspective," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 722-730.
    3. Maja Martinović & Valentina Pirić & Kristijan Krkač, 2020. "The Implications of Facebook in Political Marketing Campaigns in Croatia," Central European Business Review, Prague University of Economics and Business, vol. 2020(4), pages 73-95.

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