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

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.

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