qualitative exploration of the voter-consumer analogy in political marketing

Topics: Marketing, Political campaign, Advertising Pages: 30 (8719 words) Published: October 23, 2013
Qualitative Market Research: An International Journal
Emerald Article: Are voters, consumers?: A qualitative exploration of the voter-consumer analogy in political marketing
Norman Peng, Chris Hackley

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To cite this document: Norman Peng, Chris Hackley, (2009),"Are voters, consumers?: A qualitative exploration of the voter-consumer analogy in political marketing", Qualitative Market Research: An International Journal, Vol. 12 Iss: 2 pp. 171 186 Permanent link to this document:

http://dx.doi.org/10.1108/13522750910948770
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Norman Peng, Chris Hackley, (2009),"Are voters, consumers?: A qualitative exploration of the voter-consumer analogy in political marketing", Qualitative Market Research: An International Journal, Vol. 12 Iss: 2 pp. 171 - 186 http://dx.doi.org/10.1108/13522750910948770

Norman Peng, Chris Hackley, (2009),"Are voters, consumers?: A qualitative exploration of the voter-consumer analogy in political marketing", Qualitative Market Research: An International Journal, Vol. 12 Iss: 2 pp. 171 - 186 http://dx.doi.org/10.1108/13522750910948770

Norman Peng, Chris Hackley, (2009),"Are voters, consumers?: A qualitative exploration of the voter-consumer analogy in political marketing", Qualitative Market Research: An International Journal, Vol. 12 Iss: 2 pp. 171 - 186 http://dx.doi.org/10.1108/13522750910948770

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Are voters, consumers?

Are voters,
consumers?

A qualitative exploration of the
voter-consumer analogy in political marketing
Norman Peng and Chris Hackley

171

School of Management, Royal Holloway University of London, Egham, UK Abstract
Purpose – The purpose of this paper is to deepen and add nuance to previous explorations of the voter-consumer analogy in order to generate new insights into wider applications of the marketing concept.

Design/methodology/approach – A conceptual analysis is supplemented and enriched with insights from a non-representative case of voter responses to political advertising. Findings – Findings suggest that limitations to the voter-consumer analogy revolve around the differing contexts of marketing in each case and reflect differing audience responses at the micro-level. Research limitations/implications – The empirical component of this study is not representative or generalizable. However, it is used not to verify generalizations but to add qualitative insights to the conceptual discussion. Findings suggest that research which applies the marketing concept to non-commercial...

Citations: Norman Peng, Chris Hackley, (2009),"Are voters, consumers?: A qualitative exploration of the voter-consumer analogy in political
marketing", Qualitative Market Research: An International Journal, Vol
http://dx.doi.org/10.1108/13522750910948770
Norman Peng, Chris Hackley, (2009),"Are voters, consumers?: A qualitative exploration of the voter-consumer analogy in political
Norman Peng, Chris Hackley, (2009),"Are voters, consumers?: A qualitative exploration of the voter-consumer analogy in political
marketing", Qualitative Market Research: An International Journal, Vol
Vol. 12 No. 2, 2009
pp
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