Research

Journals & Book Chapters

Paul Baines’ research examines marketing in political and organisational contexts, with a focus on positioning, segmentation, public opinion and communication effectiveness.

Selected Publications in Journals & Book Chapters

Paul Baines has written extensively, typically with a wide range of co-authors (academics and practitioners), around the area of marketing for political parties and for corporate organisations operating in a political context, including marketing government and special interest group marketing, propaganda, and lobbying. He has also written around marketing for sports organisations and in higher education. He focuses principally on market positioning, market segmentation, public opinion, and communication appeals and their effectiveness, as the key underlying dimensions of his work.

Grigore, G., Molesworth, M. and Baines, P. (2025).

The moral positions taken towards zoos and conservation.

Annals of Tourism Research.

Baines, P. (2025).

Putin as Czar: On the Machiavellian Nature of a Modern Russian Despot.

In Harris, P.; Lock, A. and Rees, P. (Eds.), Machiavelli, Marketing and Management Revisited. Oxford: Routledge.

Mukherjee, S.; Datta, B.; Baines, P. (2024).

Safety in numbers? Why Indians at the base of the pyramid herd their votes and the policy Implications.

Journal of Political Marketing.

Shabbir, H.; Baines, P., Dean, D. and Braddock, K. (2023).

Countering reactionary co-radicalization (RC-R): Using multi-representational ads.

Critical Studies on Terrorism.

Baines, P.; Brady, M. & Jain, S.P. (2022).

Guest editorial: Pandemic Aftershock – The challenges of rapid technology adoption and social distancing for interactive marketing practice.

Journal of Research in Interactive Marketing.

Black, I.; Baines, P.; Baines, N.; O’Shaughnessy, N. and Mortimore, R. (2021).

The dynamic interplay of hope vs fear media appeals in a referendum context.

Journal of Political Marketing.

Pareek, B.; Ghosh, P.; Wilson, H.; Macdonald, E.; and Baines, P. (2018).

A Bayesian zero-inflated dynamic multinomial choice model of media impact on voter choice using real-time experience tracking data.

Journal of the American Statistical Association.

Baines, P. and Jones, N. (2018).

Influence and interference in foreign elections: The evolution of its practice.

The RUSI Journal, 163, 12-19.

Antonetti, P.; Baines, P. and Jain, S. (2018).

The persuasiveness of guilt appeals over time: Pathways to delayed compliance.

Journal of Business Research, 90, 4-15.

Mortimore, R..; Baines, P.; Worcester, R.M. and Gill, M. (2017).

BPC/MRS enquiry into election polling 2015: Ipsos MORI response and perspective.

International Journal of Market Research, 59(3), 285-300. (Winner of the IJMR Collaborative Research Award 2017).

Walker, L.; Baines, P., Dimitriu, R. and Macdonald, E. (2017).

Antecedents of retweeting behaviour in a (political) marketing context.

Psychology & Marketing, 34 (3), 275-293.

Baines, P. (2017).

Technological Impacts on market attitudes and behaviour.

Psychology & Marketing, 34(4), 351-355.

Nyman, J.A.; Pilbeam, C.J.; Baines, P. & Maklan, S. (2016).

Identifying the roles of the university’s principal-gift fundraiser in securing transformational gifts – lessons from Canada.

Studies in Higher Education, 43(7), 1227-1240.

Antonetti, P.; Baines, P. and Walker, L. (2015).

From elicitation to consumption: Assessing the longitudinal effectiveness of negative emotional appeals in social marketing.

Journal of Marketing Management, 31(9-10), 940-969

Antonetti, P. and Baines, P. (2015).

Guilt in marketing research: An integrating framework and research agenda.

International Journal of Management Reviews, 17(3), 333-355.

Poenaru, A.; Baines, P. and Wilson, H. (2014).

Building capabilities in market segmentation.

International Journal of Market Research,55, DOI.10.2501/IJMR-2013-000.

Baines, P. and O’Shaughnessy, N.J. (2014).

Political marketing and propaganda: Uses, abuses, misuses. (editorial)

Journal of Political Marketing, Vol.13, No.1/2, pp.1-18. DOI: 10.1080/15377857.2014.866018.

Mortimore, R.; Baines, P.; Crawford, I.; Worcester, R. and Zelin, A. (2013).

Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British General Election.

International Journal of Market Research,55, DOI.10.2501/IJMR-2013-000.

Baines, P.; Crawford, I.; O’Shaughnessy, N.J.; Worcester, R. and Mortimore, R. (2013).

Positioning in political marketing: How semiotic analysis can support traditional survey approaches.

Journal of Marketing Management, DOI:10.1080/0267257X.2013.810166.

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New Book – Marketing (Seventh Edition)

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Marketing education meets the AI era—explore Marketing, Seventh Edition, a new textbook designed for real-world, digital-first learning.

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Apr 1 | Politics

An analysis of how image, narrative framing, & cultural context frequently outweigh policy substance in shaping voter behaviour in British elections.

Research

Journals & Book Chapters

Research

Selected Publications in Journals & Book Chapters

Grigore, G., Molesworth, M. and Baines, P. (2025).

The moral positions taken towards zoos and conservation.

Baines, P. (2025).

Putin as Czar: On the Machiavellian Nature of a Modern Russian Despot.

Mukherjee, S.; Datta, B.; Baines, P. (2024).

Safety in numbers? Why Indians at the base of the pyramid herd their votes and the policy Implications.

Shabbir, H.; Baines, P., Dean, D. and Braddock, K. (2023).

Countering reactionary co-radicalization (RC-R): Using multi-representational ads.

Baines, P.; Brady, M. & Jain, S.P. (2022).

Guest editorial: Pandemic Aftershock – The challenges of rapid technology adoption and social distancing for interactive marketing practice.

Black, I.; Baines, P.; Baines, N.; O’Shaughnessy, N. and Mortimore, R. (2021).

The dynamic interplay of hope vs fear media appeals in a referendum context.

Pareek, B.; Ghosh, P.; Wilson, H.; Macdonald, E.; and Baines, P. (2018).

A Bayesian zero-inflated dynamic multinomial choice model of media impact on voter choice using real-time experience tracking data.

Baines, P. and Jones, N. (2018).

Influence and interference in foreign elections: The evolution of its practice.

Antonetti, P.; Baines, P. and Jain, S. (2018).

The persuasiveness of guilt appeals over time: Pathways to delayed compliance.

Mortimore, R..; Baines, P.; Worcester, R.M. and Gill, M. (2017).

BPC/MRS enquiry into election polling 2015: Ipsos MORI response and perspective.

Walker, L.; Baines, P., Dimitriu, R. and Macdonald, E. (2017).

Antecedents of retweeting behaviour in a (political) marketing context.

Baines, P. (2017).

Technological Impacts on market attitudes and behaviour.

Nyman, J.A.; Pilbeam, C.J.; Baines, P. & Maklan, S. (2016).

Identifying the roles of the university’s principal-gift fundraiser in securing transformational gifts – lessons from Canada.

Antonetti, P.; Baines, P. and Walker, L. (2015).

From elicitation to consumption: Assessing the longitudinal effectiveness of negative emotional appeals in social marketing.

Antonetti, P. and Baines, P. (2015).

Guilt in marketing research: An integrating framework and research agenda.

Poenaru, A.; Baines, P. and Wilson, H. (2014).

Building capabilities in market segmentation.

Baines, P. and O’Shaughnessy, N.J. (2014).

Political marketing and propaganda: Uses, abuses, misuses. (editorial)

Mortimore, R.; Baines, P.; Crawford, I.; Worcester, R. and Zelin, A. (2013).

Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British General Election.

Baines, P.; Crawford, I.; O’Shaughnessy, N.J.; Worcester, R. and Mortimore, R. (2013).

Positioning in political marketing: How semiotic analysis can support traditional survey approaches.

Our News

Latest from Blog

New Book – Marketing (Seventh Edition)

Capturing the Zeitgeist: Image Beats Policy in (Most) British Elections

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