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- Title
Political marketing in untraditional campaigns: the case of David Cameron's Conservative Party leadership victory.
- Authors
Ormrod, Robert P.; Henneberg, Stephan C.; Forward, Nick; Miller, James; Tymms, Leigh
- Abstract
• This study investigates the concept of political market orientation (PMO) in an untraditional setting, namely the 2005 contest for the leadership of the British Conservative Party. Based on a collective case-study method, a content analysis of candidates' speeches and manifestos is provided. We operationalize four attitudinal constructs of a conceptual PMO model and adapt them to suit the novel campaign context. Our findings show further evidence for the existence of a 'gravitational centre' effect hypothesized in earlier studies. Furthermore, we qualify the concept of PMO through a long-term focus and a context-specific evaluation of the merits of alternative PMO profiles. Thus, the generic conceptual model of political market orientation, which previously has only been used in the content of parties contesting a general election campaign, can be adapted to alternative campaign situations without a reduction in its explanatory power.
- Subjects
UNITED Kingdom; POLITICAL advertising; CONSERVATIVE Party (Great Britain); CAMERON, David, 1966-; MARKET orientation; CIVIL service
- Publication
Journal of Public Affairs (14723891), 2007, Vol 7, Issue 3, p235
- ISSN
1472-3891
- Publication type
Article
- DOI
10.1002/pa.264