European Journal of Marketing: Volume 44 Issue 3/4

“Mind the gap”: the rise of political marketing and a perspective on its future agenda

Phil Harris, Andrew Lock

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 �…

Decision‐based voter segmentation: an application for campaign message development

Joan M. Phillips, Thomas J. Reynolds, Kate Reynolds

The purpose of this study was to demonstrate how the segmentation of voters based on decision‐making processes, using means‐end laddering research innovations and real‐time…

The reputation of the party leader and of the party being led

Gary Davies, Takir Mian

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.

Towards the development of a cross‐cultural model of voter behavior: Comparative analysis of Poland and the US

Wojciech Cwalina, Andrzej Falkowski, Bruce I. Newman

The purpose of this paper is to reinterpret and test empirically Newman's model of voter's choice behavior, where three elements influencing the choice of a given candidate were…

Interpersonal and political trust: modeling levels of citizens' trust

Leon Schiffman, Shawn T. Thelen, Elaine Sherman

The purpose of this research is to examine whether generally trusting people are any more likely to be the same people who are also more politically trusting. In particular, the…

An investigation into the relationship between political activity levels and political market orientation

Robert P. Ormrod, Stephan C. Henneberg

The key objective of this research is to investigate the relationship between party member activity‐levels and perceptions of their party's political market orientation…

The influence of promotional activity and different electoral systems on voter turnout: A study of the UK and German Euro elections

Amy Whitelock, Jeryl Whitelock, Jennifer van Heerde

The purpose of this paper is to evaluate EU election data for the UK and Germany and examine the influence of promotional activity (party campaigning) and the different voting…

Young people and voting behaviour: alienated youth and (or) an interested and critical citizenry?

Janine Dermody, Stuart Hanmer‐Lloyd, Richard Scullion

The purpose of this paper is to examine the impact of trust, cynicism and efficacy on young peoples' (non)voting behaviour during the 2005 British general election.

If Kate voted Conservative, would you?: The role of celebrity endorsements in political party advertising

Ekant Veer, Ilda Becirovic, Brett A.S. Martin

This research has been conducted with the aim of determining if celebrity endorsers in political party advertising have a significant impact on UK voter intentions. The use of…

Political advertising and the demonstration of market orientation

Claire Robinson

The purpose of this paper is to relate manifest market orientation to the achievement of electoral objectives.

Measuring political brand equity: a consumer oriented approach

Alan French, Gareth Smith

The purpose of this paper is to develop an understanding of how voters view the political brand by analysing the mental maps that voters create when asked to think about a…

The dark side of political marketing: Islamist propaganda, Reversal Theory and British Muslims

Paul R. Baines, Nicholas J. O'Shaughnessy, Kevin Moloney, Barry Richards, Sara Butler, Mark Gill

The purpose of this paper is to discuss exploratory research into the perceptions of British Muslims towards Islamist ideological messaging to contribute to the general debate on…

The duality of political brand equity

Marcus Phipps, Jan Brace‐Govan, Colin Jevons

The democratic political product is complex and untangible. An underlying assumption of a democratic system is the involvement of voters, or consumers, but with contemporary…

A marketing poll: an innovative approach to prediction, explanation and strategy

Joseph Ben‐Ur, Bruce I. Newman

The purpose of this paper is to provide an evaluation of a newspaper insert survey and web‐based voter surveys associated with the same newspaper, conducted before and after the…

Note from the editors

Phil Harris, Andrew Lock