Giving voters what they want? Party orientation perceptions and preferences in the British electorate

Some of the most important propositions in the political marketing literature hinge on assumptions about the electorate. In particular, voters are presumed to react in different ways to different orientations or postures. Yet there are theoretical reasons for questioning some of these assumptions, and certainly they have seldom been empirically tested. Here, we focus on one prominent example of political marketing research: Lees-Marshment’s orientations’ model. We investigate how the public reacts to product and market orientation, whether they see a trade-off between the two (a point in dispute among political marketing scholars), and whether partisans differ from non-partisan voters by being more inclined to value product over market orientation. Evidence from two mass sample surveys of the British public (both conducted online by YouGov) demonstrates important heterogeneity within the electorate, casts doubt on the core assumptions underlying some political marketing arguments and raises broader questions about what voters are looking for in a party

Political Communication

The term "strategic communication" traditionally has been understood as referring to external corporate communication, such as public relations, marketing communication, and advertising, with insufficient consideration beyond its role as a tool of persuasive influence. In recent years, however, the field of strategic communication has evolved to be more holistic in its approach and its role within sociocultural contexts. Articles, textbooks, and handbooks have attempted to define the scope, purpose, and nature of the concept, but as the first major comprehensive work of its kind, The International Encyclopedia of Strategic Communication captures the full scope of contemporary theory and practice in strategic communication.info:eu-repo/semantics/publishedVersio

Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party

Brands are strategic assets and key to achieving a competitive advantage. Brands can be seen as a heuristic device, encapsulating a series of values that enable the consumer to make quick and efficient choices. More recently, the notion of a political brand and the rhetoric of branding have been widely adopted by many political parties as they seek to differentiate themselves, and this has led to an emerging interest in the idea of the political brand. Therefore, this paper examines the UK Conservative Party brand under David Cameron’s leadership and examines the applicability of Kapferer’s brand identity prism to political branding. This paper extends and operationalises the brand identity prism into a ‘political brand identity network’ which identifies the inter-relatedness of the components of the corporate political brand and the candidate political brand. Crucial for practitioners, this model can demonstrate how the brand is presented and communicated to the electorate and serves as a useful mechanism to identify consistency within the corporate and candidate political brands

Toward a conceptual framework of emotional relationship marketing: an examination of two UK political parties

The purpose of this paper is to review the notion of branding and evaluate its applicability to political parties. As ideological politics is in decline, branding may provide a consistent narrative where voters feel a sense of warmth and belonging. The paper aims to build an understanding of the complexity of building a political brand where a combination of image, logo, leadership, and values can all contribute to a compelling brand narrative. It investigates how competing positive and negative messages attempt to build and distort the brand identity. A critical review of bran ding, relationship marketing, and political science literature articulates the conceptual development of branding and its applicability to political parties. The success or failure of negative campaigning is due to the authenticity of a political party’s brand values — creating a coherent brand story — if there is no distance between the brand values articulated by the political party and the values their community perceives then this creates an "authentic" brand. However, if there is a gap this paper illustrates how negative campaigning can be used to build a "doppelganger brand," which undermines the credibility of the authentic political brand. The paper argues that political parties need to understand how brand stories are developed but also how they can be used to protect against negative advertising. This has implications for political marketing strategists and political parties. This paper draws together branding theory and relationship marketing and incorporates them into a framework that makes a contribution to the political marketing literature

Towards a gendered political economy of water and tourism

In many holiday destinations, the tourism industry exerts an enormous strain on water supplies. This generates a range of social problems, not least because local inhabitants often have to compete with the tourism sector over the access, allocation and use of water for their personal and domestic needs. Nevertheless, there has been very little academic research on the link between tourism and the impact of water scarcity on destination populations in developing countries. While there is a wealth of literature on gender and tourism development, such research has tended to focus on employment relations and tourism policy and planning, neglecting ecological issues such as water. Drawing on original ethnographic research conducted in Tamarindo, Costa Rica, in 2013, this paper makes a preliminary attempt to address this gap in the literature by developing a gendered political economy approach to water in tourism development. Three key themes are identified from this research: the salience of intersectional inequalities of gender, class and nationality, in particular the different experiences of Nicaraguan women, Costa Rican women and women from the Global North; how the role of social reproduction is vital to understanding gender and water in Tamarindo due to enduring assumptions about women’s perceived responsibility for water; and the gendered dimensions of conflicts over water. Such conflicts are highly gendered and contribute to reshaping of power relations in this international tourism destination. In the conclusions, we argue that our findings demonstrate the need to pay attention to both intersectionality and social reproduction, as well as to identify a future research agenda for developing a gendered political economy approach to tourism and water

Political Branding: The Tea Party and Its Use of Participation Branding

The emergence of the Tea Party movement in 2009 witnessed the surfacing of a populist, anti-Obama libertarian mobilization within the United States. The Tea Party, a movement that brought together a number of disparate groups—some new, some established—utilized participation branding where the consumer attributed the movement its own identity and brand. Its consumer-facing approach, lack of one single leader, and lack of a detailed party platform, in combination with its impact on the 2010 election races in America, earmarks it as a contemporary and unconventional brand phenomenon worthy of investigation. Copyright © Taylor & Francis Group, LLC

Local political marketing in the context of the conservative party

Local political marketing can be defined as marketing related strategy, activities, and tactics implemented by a political party in a local geographic constituency, in order to attempt to maximise aggregate potential voter satisfaction, and therefore maximise total number of votes and electoral support in the constituency. Through 12 in-depth interviews with Local Constituency Party representatives from the Conservative Party, the study found that local political marketing was acknowledged by a majority of respondents although this was not unequivocal, and was frequently conflated with campaigning. Local political marketing was associated with: visual identity, language/messages, values, image, communication devices, awareness raising, data management and targeting, and simplification. The support from higher levels of the party in local political marketing was varied across constituencies. There was evidence of growing coordination /influence by higher levels of the party in local political marketing. However, this tended to be in seats judged as ‘winnable’

Changes in the Seasonality of Precipitation over the Contiguous USA

Consequences of possible changes in annual total precipitation are dictated, in part, by the timing of precipitation events and changes therein. Herein, we investigated historical changes in precipitation seasonality over the US using observed station precipitation records to compute a standard seasonality index (SI) and the day of year on which certain percentiles of the annual total precipitation were achieved (percentile day of year). The mean SI from the majority of stations exhibited no difference in 1971–2000 relative to 30-year periods earlier in the century. However, analysis of the day of year on which certain percentiles of annual total precipitation were achieved indicated spatially coherent patterns of change. In some regions, the mean day of the year on which the 50th percentile of annual precipitation was achieved differed by 20–30 days between 1971–2000 and both 1911–1940 and 1941–1970. Output from the 10-Atmosphere-Ocean General Circulation Models (AOGCM) simulations of 1971–2000, 2046–2065, and 2081–2100 was used to determine whether AOGCMs are capable of representing the seasonal distribution of precipitation and to examine possible future changes. Many of the AOGCMs qualitatively captured spatial patterns of seasonality during 1971–2000, but there was considerable divergence between AOGCMs in terms of future changes. In both the west and southeast, 7 of 10 AOGCMs indicated later attainment of the 50th percentile accumulation in 2047–2065, implying a possible reversal of the twentieth-century tendency toward relative increases in precipitation receipt during winter and early spring over the southeast. However, this is also a region characterized by considerable interannual variability in the percentile day of year during the historical period

Ephemeral Masculinities? Tracking Men, Partners and Fathers in the Geography of Family Holidays

The discussion presented in the following pages is anchored in data derived from a broader sociological study into contemporary family rituals. The core argument is that in heterosexual couples, the family–centred holidays presents an opportunity for the everyday gendered division of domestic labour and children care work to be negotiated and temporarily restructured. Through its focus on the role men play in family holidays, this chapter makes an important contribution to debates about masculinity, travel and familial relationships within heterosexual couples. While one needs to be attentive to the complex realities of the modern family life and intra-family relations towards travel and tourism, studying the traditional nuclear family remains an exciting and fruitful work to the extent that one cannot neglect the fact that this model is (still) behind many experiences and representations of families on holidays