Marketing With a Feeling: The Brand New Party Junilistan in the Swedish European Parliamentary Election 2004

The objective of this article is to analyze the brand new political party Junilistan in the Swedish European Parliamentary election in 2004. The article discusses whether Junilistan can be characterized as a market-oriented party, to what extent the party implemented political marketing techniques, and how the electoral success of Junilistan can be explained. The results indicate that Junilistan can be described as a “quasi–market-oriented” party, in the sense that it was inspired by perceptions of unfulfilled voter needs. However, its electoral success should mainly be explained by other factors, such as the second-ranking nature of European Parliamentary elections and growing distrust of established parties in Sweden.