Current calls for papers for Special Issues will be listed below. You can submit a paper to the standard review process for Journal of Customer Behaviour at any time - please see our Guidelines for Authors for full instructions about how to submit using our ScholarOne Manuscripts site.

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If you would like to apply to Guest Edit a Special Issue of Journal of Customer Behaviour, please visit our Special Issue page for details on how to make a Special Issue proposal.

Guest Editor: Dr. Peter Reeves, Salford Business School, University of Salford, U.K.
Paper submission deadline: Friday 9th October 2015.

Political marketing has become established as a specialist academic field. The aim of this special edition is to publish conceptual and/or empirical political marketing research, which examines how political marketing functions in democracies around the World. Papers are invited which consider aspects of political marketing from the broadly defined standpoints of: (i) consumer behaviour informed studies into how voters make political vote decisions (e.g. Ben-Ur & Newman, 2010; Cwalina et al., 2010; Newman & Sheth, 1985); (ii) how political parties adopt and implement political marketing strategies, tactics and practices (e.g. Cosgrove, 2007; O’Cass, 2001; Reeves, 2013); (iii) how political marketing functions during election campaigns (e.g. Lees-Marshment, 2005; Wring, 2001). The journal is interested in contributions from political marketing scholars from around the World who can produce research from a variety of political and electoral contexts.

Suggested Topics

Topics of interest include, but are not limited to:

  • Voters as consumers/ customers.
  • What factors influence voter choice decisions, and participation in elections and referenda?
  • The conceptual foundations of the political vote, and how it is similar or different to commercial oriented consumer behaviour decisions.
  • The stages and influences in the political vote decision.
  • Political marketing strategies, tactics and practices  at strategic (national) and/ or operational(local) levels
  • Studies of specific political marketing strategies, tactics and practices (e.g. segmentation, targeting and positioning, image management, advertising, e-marketing, social media campaigns and technology, market research and polling, brand management, internal political marketing etc)
  • Analyses of political marketing during elections campaigns (i.e.  EU, National, Presidential, Parliamentary, State, Regional, Local) or referenda.

If you have any other ideas for papers in the area of political marketing which do not fit any of the above topics, then you may wish to email the Guest Editor to discuss your ideas further.  

Submission Guidelines
Paper should have clear theoretical and practical contributions. Papers will be subjected to double blind peer review. As a guide, conceptual papers should be around 4000 words and empirical papers should be 6000 to 8000 words. The papers should be submitted in accordance with presentation and referencing style guidelines of the Journal of Customer Behaviour (
Manuscripts should be submitted online using the Journal of Customer Behaviour ScholarOne Manuscripts site ( New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre. Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from the files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the non-anonymous version as “Complete paper with author details”, and the anonymous version as “Main document minus author information”. Please note that authors are responsible for ensuring that copyright permission has been properly obtained for all material included in their submission.
To submit your manuscript to the Special Issue choose ’Special Issue’ from the Manuscript Type list when you come to submit your paper. Then, when you come to the ‘Details and Comments’ page, answer ‘Yes’ to the question ‘Is this manuscript a candidate for a special issue?’ and insert the title ‘Political Marketing’ in the text field provided.

•    If you require any further information, then please contact the Special Issue Guest Editor, Dr. Peter Reeves (   
•    Technical issues with the e-submission can be raised with the Journal Editorial office at

Ben-Ur, J., & B.I Newman (2010). A Marketing Poll: An innovative approach to prediction, explanation and strategy, European Journal of Marketing, 44(3/4). 515-538. doi: 10.1108/03090561011020561
Cosgrove, K.M. (2007). Branded Conservatives: How the Brand Brought the Right from the Fringes to the Center of American Politics. New York: Peter Lang.
Cwalina, W., Falkowski, A., &  B.I. Newman. (2010). Towards the development of a cross-cultural model of voter behavior: Comparative analysis of Poland and the US. European Journal of Marketing, 44(3/4), 351-368. doi: 10.1108/03090561011020462
Lees-Marshment, J. (2005).The marketing campaign: The British General Election of 2005. Journal of Marketing Management, 21 (9/10), 1151-1160. doi: 10.1362/026725705775194148
Newman, B.I. &  J.N. Sheth. (1985). A model of primary voter behaviour. Journal of Consumer Research, 12 (2), 178-187.
O’Cass, A. (2001). Political Marketing: An investigation of the political marketing concept and political market orientation in Australian politics. European Journal of Marketing, 35, (9/10), 1003-1025.  doi: 10.1108/03090560110401938
Reeves, P. (2013). Local political marketing in the context of the Conservative Party. Journal of Non-profit and Public Sector Marketing, 25 (2), 127-163. doi: 10.1080/10495142.2013.760990
Wring, D. (2001). Labouring the point: Operation victory and the battle for a second term. Journal of Marketing Management, 17 (9/10),  913-927. doi: 10.1362/026725701323366665