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The purpose of this paper is to explore the similarity of the reputation of political leaders with those of their parties and to assess the claim of causal links.

A multidimensional measure of brand personality is used to measure the reputation among voters of the three main parties and their leaders in two surveys each prior to British General Elections in 2001 and 2005.

The reputations of leader and party are highly correlated, but statistically distinct in both studies. The leader's reputation appears to influence that of the party more than vice versa. However, the decline in Tony Blair's reputation between 2001 and 2005 appears to have influenced more those loyal to other parties.

Further work would be useful to compare the relative value of cognitive and affective measures of reputation, particularly in predicting voting behaviour.

The findings emphasise the role of the leader's reputation in managing that of a political party. A change of leader will, inevitably, produce a change in party reputation. The two reputations interact and monitoring such effects will require similar ways of measuring both.

Links between the reputations of organisations and their leaders have been claimed but never demonstrated empirically.

The purpose of this paper is to introduce a selection of papers on such subjects as: increased application of marketing to modern politics; the perceptions of its effectiveness – particularly in closely contested elections; the escalation in funding of campaigns; and the increase in international collaboration.

There has been a marked increase in the quantity and quality of research since the first EJM special issue in 1996. Political marketing is now in the mainstream of research in marketing. The themes in the earlier special issues are tabulated to provide a comparison with those in this issue. The contributions in each paper are summarised.

The paper reveals key issues for research. One is the rapid rise in influence of the internet in the political sphere, particularly in blogging and social networking, although it presents major methodological challenges. There is also a need for more studies crossing cultures and electoral systems and empirical work to establish a firm basis for key constructs and relate those to voter attitudes and behaviour.

Drawing on a number of these papers, key issues for research in political marketing going forward are identified.