Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature Perspective

Baines, Paul; Worcester, Robert M.; Jarrett, David; Mortimore, Roger

doi:10.1080/0267257x.2003.9728208

Cited by 44 publications

(28 citation statements)

References 36 publications

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“…As is the case with companies which rely on large and infrequent consumer purchases, political parties need to market themselves effectively to win an election, minimize post-voting dissonance and promote brand loyalty. The results therefore support Baines et al's (2003) recommendations that political parties should consider psychographic segmentation in addition to the more traditional behavioural (loyalty) and geo-demographic approaches, notwithstanding resource constraints and operational difficulties. 'This article is © Emerald Group Publishing and permission has been granted for this version to appear here (http://shura.shu.ac.uk/).…”

Section: Management Implicationssupporting

confidence: 71%

“…Hence it adds to research over the last 15 years in political marketing that uses a variety of new models to predict and understand voter behaviour (e.g. Baines et al, 2003;, 2011Ben-ur and Newman, 2010;Cwalina et al, 2004Cwalina et al, , 2010French and Smith, 2010;Newman, 2007;O'Cass, 2002;O'Cass and Nataraajan, 2003).…”

Section: Theoretical Contributionmentioning

confidence: 99%

“…Additionally, voter feelings and involvement were found to influence voter satisfaction, while voter feelings, involvement and satisfaction all individually influenced voting stability. Baines et al (2003) examined national policies, local policies, leaders, values and candidates as indicators of voting behaviour during the 2001 British General Election. They found that respondents' perceived performance on these issues predicted voting intention more effectively than their perceived importance, voter demographics or characteristics.…”

Section: Predicting Voting Behaviourmentioning

confidence: 99%

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Does the factor theory of satisfaction explain political voting behaviour?

Schofield

Reeves²

2015

European Journal of Marketing

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Purpose -The validity of the three factor theory of satisfaction in explaining consumer decision making for products and services is well established. This paper explains voter perceptions and voting behaviour in the 2010 UK General Election on the basis of this theory, by evaluating the differential impact of government performance on key political issues defined as hierarchical voter satisfaction factor types.Design/methodology/approach -British Election Survey (2010) data is used to test the relative influence of hierarchical voter satisfaction factor types in predicting: (1) the perceived overall performance of the former Labour government; (2) actual voting behaviour. Sequential and multinomial logistic regression models are used in (1) and (2), respectively.Findings -'Basic' factors explain more of the variance in perceived overall government performance and voting behaviour than 'performance' factors. There are significant positive main and interaction effects on Conservative and Liberal Democrat party votes from Labour's under performance on the 'basic' factors. The results have important implications for political marketing and voting behaviour research.Originality/value -The study establishes the relevance of the three factor theory of satisfaction within a political marketing context. It demonstrates that, controlling for party loyalty, perceived government performance on the hierarchical voter satisfaction factors explains voter perceptions and voting behaviour to a significant degree. In particular, it highlights the criticality for voting behaviour of both the direct and indirect impacts of 'basic' factor under performance.

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Section: Management Implicationssupporting

confidence: 71%

Section: Theoretical Contributionmentioning

confidence: 99%

Section: Predicting Voting Behaviourmentioning

confidence: 99%

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Does the factor theory of satisfaction explain political voting behaviour?

Schofield

Reeves²

2015

European Journal of Marketing

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“…Jackson (2005a) suggests that party web sites are used to mobilise volunteers at the local level so that a political marketing strategy can be delivered during an election, and Lilleker (2005a) highlights the importance of local leaflet delivery. Baines et al (2003) found that local political marketing issues appear heavily in their five technical service features (local policies, [local] candidates, national policies, leaders and values).…”

Section: Objectives Of the Studymentioning

confidence: 99%

Local Political Marketing in the Context of the Conservative Party

Reeves

2013

Journal of Nonprofit & Public Sector Marketing

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“…It is important to underline, furthermore, that for building symbolic values, in particular, a segmentation strategy would be required [54]. In fact, identifying the clusters in which the whole market can be divided and describing the homogeneous traits, needs, decision-making processes and expectations of members therein represents a fundamental step to create symbolic attributes that make sense for the selected targets.…”

Section: Building Brand Functional and Symbolic Values Mainly Thmentioning

confidence: 99%

Political Marketing Strategies to Foster the Sustainability of Private Transnational Organisations: The Case of the IASB

2018

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Abstract:By analysing the case of the International Accounting Standards Board (IASB), this paper aims at assessing the role that political marketing strategies might play to increase the sustainability of private transnational organisations. This paper proposes an integrated conceptual model that draws together political branding theory and political relationship marketing. The proposed model shows how political marketing strategies may help a global standard setter, as well as other private transnational organisations, in achieving higher legitimacy and sustainability in the long-term. By relying upon such a model, an explanatory case study of the IASB is then conducted, providing anecdotal evidence about the IASB's current political marketing behaviour. By adopting an interdisciplinary interpretative lens, this paper contributes to literature in addressing a theme almost neglected-namely, the role of political marketing strategies in increasing legitimacy and sustainability of transnational organisations, such as global standard setters-notwithstanding the emerging effort made in this direction by private global organisations operating in complex environments, including the IASB. Implications for political marketing theory are also discussed. As to the practical implications, this paper suggests the political marketing strategies and tools that private transnational organisations should adopt to foster their sustainability in the long-term.

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Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature Perspective

Cited by 44 publications

References 36 publications

Does the factor theory of satisfaction explain political voting behaviour?

Does the factor theory of satisfaction explain political voting behaviour?

Local Political Marketing in the Context of the Conservative Party

Political Marketing Strategies to Foster the Sustainability of Private Transnational Organisations: The Case of the IASB

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