Christopoulos, C
2020,
Developing image based positioning strategies for retaining the political parties’ electoral bases : a new theoretical perspective
, PhD thesis, University of Salford.
Abstract
In the recent past, there has been an increasing interest in the topic of personal values and their influence on end-users’ behaviour in the context of both commercial and political environment. However, there has been little research aimed at linking voters’ value priorities, and the influence of these values in the formulation and implementation of successful organizational strategies.
This dissertation is concerned with the area of personal values, how voters’ values influence both strategy process and its outcomes in the formation of competitive segmentation/positioning strategies within the political environment, and with the developing field of political marketing, in order the retention of political parties’ electoral bases to be achieved. The research strategy is based on a qualitative approach to discovering the value priorities of voter segments. Working on coding applications, throughout the voters’ value-behaviour spectrum, the reasoning and impact of personal values on voters’ political behaviour will be identified. Also, the identification of value priorities perceptions based on political image, since the leader’s image and party’s image are basic components of the political product offering, will be described. Finally, based on voters’ value priorities an image-based positioning strategy will be proposed.
Rokeach’s, Schwartz’s, and Rohan’s theoretical background provide the main basis for understanding the topic of personal values. The qualitative method which will be used is based on Grand McCracken’s “The Long Interview” method which consists of the basic research framework. However, in parallel, the inductive approach for Ground Theory development has been employed for more solid elements for the Greek Voters’ electoral behaviour interpretation to be achieved. Moreover, for more reliability and support for the interview process and outcomes to be achieved, the Theory of Planned Behaviour from the field of Social Psychology is also employed. This will lead to a consensus of image-based positioning strategic directions. As a result, an approach showing the impact of personal values on strategy formulation for the retention of the political parties’ electoral bases is proposed.
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