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Understanding voter orientation in the context of political market orientation: is the political customer king?
Ist Teil von
Journal of marketing management, 2010-01, Vol.26 (1-2), p.108-130
Ort / Verlag
Helensburg: Taylor & Francis
Erscheinungsjahr
2010
Link zum Volltext
Quelle
Taylor & Francis Journals Auto-Holdings Collection
Beschreibungen/Notizen
This article develops a conceptual framework and measurement model of political market orientation (PMO). The relationships between different behavioural aspects of PMO and the attitudinal influences of such behaviour are analysed, and the study includes structural equation modelling to test several hypotheses. While the results show that political parties focus on several different aspects of market-oriented behaviour, especially using an internal and societal orientation as cultural antecedents, a more surprising result is the inconclusive effect of a voter orientation on PMO. This lends support to the argument of 'looking beyond the customer' in political marketing research and practice. The article discusses the findings in the context of the existing literature on political marketing and commercial market orientation.