Party planners – how political strategies are chosen

When and why do party strategists select one marketing strategy over another relevant one? In this research, we answer this question by outlining a new institutional strategy framework on the basis of social psychological assumptions. This framework links the cognition of party operatives to their task of selecting a marketing strategy. On this ground, we empirically test a number of hypotheses derived from this framework. The results suggest that party strategists are influenced by their cognitive framing of the environment, but this influence is mediated by context‐specific variables embedded in the political realm such as historical tensions, coalition partners, or the ideology, goal, and organizational structure of the party. Copyright © 2014 John Wiley & Sons, Ltd.