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| Tekijä: | Ormrod, R.P. Henneberg, S.C. |
| Otsikko: | An investigation into the relationship between political activity levels and political market orientation |
| Lehti: | European Journal of Marketing
2010 : VOL. 44:3/4, p. 382-400 |
| Asiasana: | marketing market orientation politics political parties models |
| Vapaa asiasana: | stakeholder analysis public opinion |
| Kieli: | eng |
| Tiivistelmä: | This paper aims to explore the relationship btw. party member activity levels and perceptions of their party's political market orientation (here as: p-m-o). Especially, it is aimed to scrutinise the differences in the interplay of attitudinal and behavioural aspects of p-m-o. Using several respondent groups within the party, the study draws on an existing conceptualization of p-m-o. and empirically test its relationship with party member activity levels. Three models, plus a baseline model, are developed. Data from more than 1,100 questionnaires is used to examine a structural equation model using the partial least square method. The baseline model uncovers a robust pattern of positive relationships btw. the attitudinal and behavioural constructs, whereas the comparative analysis of the different models shows party activity levels having a significant impact on these relationships. Less active members are identified to perceive a wider range of attitudinal concepts to be of significance, compared to active members, politicians and party professionals. |
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