arbiter
JournalsAccount

Understanding Loyalty in a Political Marketing Context: What Makes Voters Loyal to a Political Party?

Peter Schofield & Peter Reeves

Journal of Political Marketing2025https://doi.org/10.1080/15377857.2025.2491328article
ABDC B
Weight
0.50

Abstract

Informed by political marketing research and key marketing constructs of brand loyalty and switching, this study examines voter loyalty both overall and in relation to individual political parties by examining the factors which influenced voter behavior in the 2005, 2010, and 2015 UK general elections. British Election Survey (2015) data (n = 30,073) is analyzed to test hypotheses relating to voter loyalty. Multinomial logistic regression models identify significant influences on voter loyalty and switching behavior by political party. The research identifies the key issues for retaining loyal voters and reducing switching behavior for each of the three main UK political parties. The study found key influences on party loyalty and vote switching vary by type and/or strength of impact for each party. Overall, policy issues were less influential on loyalty than other variables; notably, perceived party unity, positive feelings about the party and its leader, and party identification in the case of Labour.

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1080/15377857.2025.2491328

Or copy a formatted citation

@article{peter2025,
  title        = {{Understanding Loyalty in a Political Marketing Context: What Makes Voters Loyal to a Political Party?}},
  author       = {Peter Schofield & Peter Reeves},
  journal      = {Journal of Political Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1080/15377857.2025.2491328},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Understanding Loyalty in a Political Marketing Context: What Makes Voters Loyal to a Political Party?

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.