bluuebunny/crossref_metadata_2025_split huggingface dataset:
“Mind the gap”: the rise of political marketing and a perspective on its future agenda
Authors: Harris Phil , Lock Andrew 
Published: March 2010

PurposeThe 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.Design/methodology/approachThere 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.FindingsThe 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.Originality/valueDrawing on a number of these papers, key issues for research in political marketing going forward are identified.
Decision‐based voter segmentation: an application for campaign message development
Authors: Phillips Joan M. , Reynolds Thomas J. , Reynolds Kate 
Published: March 2010

PurposeThe 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 interactive online interviewing, can aid in the formation of political communications strategy, including theme and message development.Design/methodology/approachTo demonstrate the application of these innovations in a political context, the paper uses data from a sample of 114 voters who were interviewed during the 2004 US presidential election campaign. The paper draws on three recent innovations to the means‐end laddering methodology: elicitation questioning techniques that allow for a decision equity analysis between targeted groups; decision segmentation analysis; and real‐time interactive online interviewing; and applies them to an electoral context. It provides an interpretation of the identified decision segments and an exposition of how these common networks of meaning can serve as the basis for targeted theme and message development.FindingsThese three innovations, in concert, were found to provide an efficient set of methods to serve as the foundation for the campaign message development process.Originality/valueThis paper provides deterministic research techniques for campaign strategists who want to understand voter decision making and demonstrates a combination of methodological and technological innovations that addresses the time, cost, and geographic limitations often associated with conducting voter decision making research.
Towards the development of a cross‐cultural model of voter behavior
Authors: Cwalina Wojciech , Falkowski Andrzej , Newman Bruce I. 
Published: March 2010

PurposeThe 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 included: the media's role in the election; cognitive reasons to vote for; and emotional feelings toward the candidate.Design/methodology/approachThe data from Polish and US 2000 presidential elections have been analyzed and compared. The research purpose is concerned with the measurement of the model's seven domains of political object evaluation (issues and policies, emotional feelings, candidate image, current events, social imagery and epistemic issues), and its predictive power for the choice of a presidential candidate. The data are analyzed using the methodology of structural equations modeling, and are interpreted with the terms of mutual causal relationships between these domains.FindingsThe key factor in influencing voting behavior is evoking positive emotions towards the candidate and then providing voters with a justification for such affect. However, this is especially applicable in an evolving democracy like Poland. In an established democracy like the USA, voters have already learned to more carefully analyze messages from presidential campaigns and they are more resistant to the unconscious power of affect. Furthermore, in the case of challengers, the media exerts a stronger influence on the valuation of their candidacies, but for incumbents, the role of the media is not so pervasive.Research limitations/implicationsThe main limitation of the results of this study is the non‐representative character of the samples used and its size. Research should be carried out on a representative sample as the next step toward a complete verification of the voter behavior model.Practical implicationsThe reported results make it possible to elaborate more precisely and effectively strategies to segment voters and position candidates in the minds of voters. Political consultants can use the level of electorate cognitive stability to accurately control the media in political campaigns for their candidate.Originality/valueThe paper presents an interdisciplinary and cross‐cultural approach to analyzing and understanding voter behavior. It offers a baseline to carry out research in disciplines pertinent to political marketing, communication, and psychology.
Young people and voting behaviour: alienated youth and (or) an interested and critical citizenry?
Authors: Dermody Janine , Hanmer‐Lloyd Stuart , Scullion Richard 
Published: March 2010

PurposeThe 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.Design/methodology/approachSurvey data were gathered from 1,134 interviewer‐administered questionnaires with young first‐time voters during the three‐week period following the British general election in May 2005. Validated attitudes statements were used to measure their levels of trust, cynicism and efficacy.FindingsThe research shows that young people are generally distrusting of and very cynical about politicians and the Prime Minister (Tony Blair) Thus, in part, the data support the existing evidence that cynicism contributes to feelings of political alienation. However, the paper's findings also indicate that while young people can be highly distrusting and cynical, they can also be interested in the election and vote.Research limitations/implicationsCurrent, negative evaluations of young people and electoral politics need to be reviewed. While, it cannot be denied that this age group are highly cynical, and their electoral participation is in decline, for some, this cynicism, when combined with personal efficacy, can act as a positive force to stimulate “monitorial” interaction with election offerings. Consequently, further research is needed to understand young peoples' perceptions of democracy and electoral politics, how their personal efficacy can be increased and what feeds their cynicism.Originality/valueThis paper offers a contemporary understanding of young people as an interested and critical citizenry and raises a number of important questions that set a new agenda for political marketers researching youth electoral engagement in the future.
If Kate voted Conservative, would you?
Authors: Veer Ekant , Becirovic Ilda , Martin Brett A.S. 
Published: March 2010

PurposeThis 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 celebrity endorsements is commonplace in the USA, but little is known about its effects in the UK. This research also aims to incorporate the use of celebrity endorsements in political party advertising with the political salience construct. Political salience represents how prominent politics and political issues are in the minds of the eligible voter.Design/methodology/approachA 2 (endorser: celebrity; non‐celebrity)×2 (political salience: high; low) between‐subjects factorial design experiment was used. The results show that celebrity endorsements do play a significant role in attitudes towards the political advert, attitudes towards the endorser and voter intention. However, this effect is significantly moderated by political salience.FindingsThe results show that low political salience respondents were significantly more likely to vote for the political party when a celebrity endorser is used. However, the inverse effect is found for high political salience respondents.Practical implicationsThe results offer significant insights into the effect that celebrity endorsers could have in future elections and the importance that political salience plays in the effectiveness of celebrity endorsement. If political parties are to target those citizens that do not actively engage with politics then the use of celebrity endorsements would make a significant impact, given the results of this research.Originality/valueThis research would be of particular interest to political party campaigners as well as academics studying the effects of advertising and identity salience.
Political advertising and the demonstration of market orientation
Authors: Robinson Claire 
Published: March 2010

PurposeThe purpose of this paper is to relate manifest market orientation to the achievement of electoral objectives.Design/methodology/approachThe paper presents an analysis of advertising content against a framework of criteria drawn from key marketing concepts using examples from recent New Zealand general elections.FindingsThere is a relationship between parties demonstrating a strong voter orientation in their political advertisements and achievement of electoral success. By viewing advertising as a symptom of parties' broader market orientation, the political marketing factors that differentiate the “winner/s” from the others in an election campaign may be uncovered.Research limitations/implicationsThe framework has only been applied to New Zealand Mixed Member Proportional (MMP) election campaigns. To make a more concrete connection between demonstration of market orientation and electoral success the framework needs to be tested in more than one electoral system, in more than one country.Practical implicationsThe paper reveals a useful way to relate political advertising content to electoral outcome.Originality/valueThis framework has not been used before in the political advertising or political marketing fields. It strengthens the utility of political marketing explanations in relation to voter‐ and media‐generated explanations of election outcomes.
The dark side of political marketing
Authors: Baines Paul R. , O'Shaughnessy Nicholas J. , Moloney Kevin , Richards Barry , Butler Sara , Gill Mark 
Published: March 2010

PurposeThe 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 “radicalisation”.Design/methodology/approachFour focus groups were undertaken with a mixture of Bangladeshi and Pakistani British Muslims who were shown a selection of Islamist propaganda media clips, garnered from the internet.FindingsThe paper proposess that Islamist communications focus on eliciting change in emotional states, specifically inducing the paratelic‐excitement mode, by focusing around a meta‐narrative of Muslims as a unitary grouping self‐defined as victim to Western aggression. It concludes that British Muslim respondents were unsympathetic to the Islamist ideological messaging contained in the sample of propaganda clips.Originality/valueThe paper provides an insight into how British Muslims might respond to Islamist communications, indicating that, while most are not susceptible to inducement of paratelic‐excitement, others are likely to be, dependent on which genre of clip is used, the messages contained therein, and who that clip is targeted at.
The duality of political brand equity
Authors: Phipps Marcus , Brace‐Govan Jan , Jevons Colin 
Published: March 2010

PurposeThe democratic political product is complex and untangible. An underlying assumption of a democratic system is the involvement of voters, or consumers, but with contemporary political apathy this aspect is relatively unacknowledged. This paper aims to explore the role of the consumer in political branding.Design/methodology/approachTwo contrasting case studies compare the balance between the corporate brand of the political party and the brand image of two different kinds of local politician. Aaker's “Brand Equity Ten” is adapted to provide a suitable conceptual framework for the case study comparison.FindingsInvestigating the interaction between the community and politicians drew out important implications for the political brand. The paper concludes that managing the political brand entails a recognition of the inherent duality that resides in the political product. In an environment of reduced differentiation of political offerings to the electoral marketplace it is important for politicians and the political party to make early decisions about which aspect of this brand duality best serves individual careers and the party. Key to this decision is the opinion‐leading role of politically aware consumers.Research limitations/implicationsThis research shows that an individual politician's brand can compete with or enhance the corporate political party brand, which implies that political branding must take into account the communication role of the highly involved consumer.Originality/valueThis paper examines the under‐researched area of consumer contribution to political branding. The role of highly involved political consumers in constituency politics is clearly shown to affect the politician's brand equity. This leads to a re‐conceptualisation of the politician's brand vis‐à‐vis the political party brand.
Entrepreneur training for creativity and innovation
Authors: Sarri Katerina K. , Bakouros Ioannis L. , Petridou Eugenia 
Published: March 2010

PurposeThis paper's primary purpose is to emphasize the importance of entrepreneur training regarding creativity and innovation. Their significance and the importance of the latter regarding the development of business and training needs are the research questions of a survey conducted in northern Greece.Design/methodology/approachThe survey, of 116 entrepreneurs, owners of small medium and very small enterprises, investigates awareness, attitudes and perceptions regarding creativity and innovation, for facilitating the design and development of training interventions. Data were collected using modified and extended questionnaires of an analogous tool created for the needs of the TRACTORS project. The questionnaires included both open‐ended and closed questions. Descriptive statistics were generated by the analysis of quantitative and qualitative data.FindingsFindings suggest that entrepreneurs/owners and/or managers of micro and small medium enterprises in northern Greece are largely aware of the significance of creativity and innovation, believing that these are positively related to each other and interact in the development of their business. Training intervention is deemed as of great importance, and obstacles concerning financial resources, experience, time, infrastructure and not risk averse, were underlined.Research limitations/implicationsCreativity and innovation training interventions for entrepreneurs in terms of process, content, method, duration, trainers etc., is in a fledgling stage and requires further research to determine the “right training intervention mix” serving the needs of the non homogeneous entrepreneurial category.Originality/valueAlthough entrepreneurship creativity and innovation are viewed as the “creation of the future”, little has been done to train entrepreneurs to participate creatively in the innovation economy. The present paper traces these needs.
Money, money, money – how do attitudes toward money impact vanity and materialism? – the case of young Chinese consumers
Authors: Durvasula Srinivas , Lysonski Steven 
Published: March 2010

PurposeChina is undergoing a radical change as the forces of industrialization and modernization transform its society. Money is taking on an increasingly important role, particularly among young Chinese, as the Western ideals of individualism and hedonism thrive. The goal of this research is to understand attitudes towards money in China and how these attitudes affect elements of consumer behavior such as materialism and vanity.Design/methodology/approachThe paper uses a well‐accepted scale (with several dimensions) to explore attitudes towards money. Research questions examine how the dimensions of attitudes towards money affect materialism and achievement vanity. The sample comprises 127 young Chinese consumers. Statistical results based on confirmatory factor analysis as well as path analysis are reported.FindingsThe findings clearly show that attitudes towards money in China are not monolithic; instead there are variations among young Chinese. Materialism is affected by the power‐prestige and anxiety dimensions, but unaffected by the distrust dimension of money attitudes. Achievement vanity is affected by the power‐prestige dimension of money attitudes.Research limitations/implicationsFuture research could examine other developing countries and other generational consumer segments. Another future research topic is to develop a comprehensive model of money attitudes, materialism, vanity, compulsive buying, and their possible antecedents or moderators.Practical implicationsThese findings offer insight into the mindset of young Chinese. Beliefs that money permits one to attain not only status and possessions, but also power and control over others are contributing to increased materialism and expressions of vanity among young Chinese. For marketers, the results imply that positioning products based on the possession of money and the use of this money to indulge hedonism may resonate well with young Chinese consumers. However, some of the relationships we found may cause concern to ethicists and consumer watchdogs because of the associated problems of compulsive buying and other problems which are prevalent in consumer societies.Originality/valueSo far, no study has examined whether money attitudes drive materialism and achievement vanity, especially among younger consumers in developing countries such as China.
The interactive influence of country of origin of brand and product involvement on purchase intention
Authors: Prendergast Gerard P. , Tsang Alex S.L. , Chan Cherry N.W. 
Published: March 2010

PurposeGlobalization and outsourcing have decoupled country of origin into the country of origin of manufacture (COM) and the country of origin of the brand (COB). This study seeks to extend the work of Gurhan‐Canli and Maheswaran and Lee et al. by investigating the interactive influence of COB and personal involvement with a product on purchase intention.Design/methodology/approachA total of 168 young adults in Hong Kong were intercepted for mall interviews and presented with mock advertisements for personal computers ostensibly with brands originating in Japan and Korea. Their personal involvement with such products was measured using an instrument designed by Zaichkowsky, and their purchase intentions were self‐assessed.FindingsCOB was found to predict purchase intentions among consumers with a low level of personal involvement with computers, but not among consumers with a high level of personal involvement.Research limitations/implicationsFirst, to improve internal validity, the study involved a single product type and a sample limited to 15‐34 year olds. However, this improvement in internal validity places limitations on generalisability. Second, a median split was used to divide the subjects into low and high involvement groups. Third, only one dependent variable, purchase intention, was studied.Practical implicationsFor marketers whose product is branded in a country with a favorable image, emphasizing the COB would be appropriate when communicating with low involvement consumers. Marketers whose product is branded in a country with a less favorable image ought to emphasize other peripheral cues when communicating with low involvement consumers.Originality/valueBy finding that COB has a significant impact on the purchase intentions of low involvement consumers, but not with those more highly involved, this research constitutes a small but important extension of the conclusions of Gurhan‐Canli and Maheswaran and Lee et al.
Manufacturing competition: how accounting practices shape strategy making in cities
Authors: Kornberger Martin , Carter Chris 
Published: March 2010

PurposeRecent years have witnessed an increasing number of cities develop strategies. The discourse of strategic management has become an obligatory point of passage for many city managers. This paper starts by posing an ostensibly simple question: why do cities need strategies? The commonsensical answer to the question is: because cities compete with each other. This paper aims to problematise the seemingly natural link between cities, competition and strategy. It also aims to explore the role that calculative practices play in creating city league tables that, in turn, function as the a priori condition that generates competition between cities.Design/methodology/approachThis paper is interdisciplinary and draws on the related disciplines of accounting, organization theory and strategy. The argument unfolds in four steps: first, it briefly provides some theoretical background for analysis and relates it back to strategizing and accounting as a calculative practice; second, it scrutinizes league tables as ana prioriof competition; third, it discusses the implications of the argument for city management and critical accounting; finally, it concludes with a discussion of the power effects of those calculative practices that shape strategizing in cities through the production of competition.FindingsThis paper argues that city strategizing is best understood as a set of complex responses to a new competitive arena, one rendered visible through calculative practices, manifested through city rankings. The paper makes five key contributions: one, league tables reduce qualities to a quantifiable form; two, league tables create an order amongst an heterogeneous ensemble of entities; three, league tables stimulate the very competition they claim to reflect; four, once competition is accepted, individual players need a strategy to play the game; and five, league tables have important power effects that may result in unintended consequences.Practical implicationsThe paper contributes to understanding how calculative practices relate to strategy; it explores the organizational environment in which city managers strategize; in addition, it discusses the problem of civic schizophrenia.Originality/valueThe paper seeks to open up an agenda for studying city management, strategy and accounting.