Understanding Agency-Client Relationships Better Through Clients’ Perceptions of Value and Value Antecedents

  • Maja Arslanagic-Kalajdzic
  • Vesna Zabkar
Part of the European Advertising Academy book series (EAA)


Understanding advertising agency-client relationships is important for marketers because of its strong theoretical and practical implications. There are several relevant theories for this field: professional services theory (Beverland, Farrelly, and Woodhatch, 2007; von Nordenflycht, 2010; West, 1997), agency theory (Bergen, Dutta and Walker Jr, 1992; Waller, 2004) and relationship theory (Berry, 1995; Lindgreen and Wynstra, 2005; Ravald and Grönroos, 1996; Storbacka, Strandvik, and Grönroos, 1994). As client’s participation is inevitable for knowledge-intensive ad agency services, agency-client relationships have practical implications and shape the outcome of advertising and/or communication mix that is in the core of cooperation.


Relationship Quality Corporate Reputation Common Method Bias Business Relationship Corporate Communication 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Anderson, J. C., Jain, D. C., and Chintagunta, P. K. (1993), “Customer Value Assesment in Business Markets: A State of Practice Study,” in: Journal of Business-to-Business Marketing, 1(1), 3–28.CrossRefGoogle Scholar
  2. Anderson, J. C., and Gerbing, D. W. (1988), "Structural equation modeling in practice: A review and recommended two-step approach," in: Psychological Bulletin, 103(3), 411–423.CrossRefGoogle Scholar
  3. Bagozzi, R. P., and Phillips, L. W. (1982), "Representing and Testing Organizational Theories: A Holistic Construal," in: Administrative Science Quarterly, 27(3), 459–489.CrossRefGoogle Scholar
  4. Balmer, J. M. T. (2009), "Corporate marketing: apocalypse, advent and epiphany," in: Management Decision, 47(4), 544–572.CrossRefGoogle Scholar
  5. Balmer, J. M. T. (2011), "Corporate marketing myopia and the inexorable rise of a corporate marketing logic-Perspectives from identity-baed views of the firm," in: European Journal of Marketing, 45(9/10), 1329–1352.CrossRefGoogle Scholar
  6. Barnett, M. L., Jermier, J. M., and Lafferty, B. A. (2006), "Corporate Reputation: The Definitional Landscape," in: Corporate Reputation Review, 9(1), 26–38.CrossRefGoogle Scholar
  7. Bergen, M., Dutta, S., and Walker Jr, O. (1992), "Agency relationships in marketing: a review of the implications and applications of agency and related theories," in: The Journal of Marketing, 56(3), 1–24.Google Scholar
  8. Berry, L. L. (1995), "Relationship Marketing of Services – Growing Interest, Emerging Perspectives," in: Journal of the Academy of Marketing Science, 23(4), 236–245.CrossRefGoogle Scholar
  9. Beverland, M., Farrelly, F., and Woodhatch, Z. (2007), "Exploring the Dimensions of Proactivity Within Advertising Agency-Client Relationships," in: Journal of Advertising, 36(4), 49–60.CrossRefGoogle Scholar
  10. Davies, M. A. P. (2006), "Developing a model of tolerance in client-agency relationships in advertising," in: International Journal of Advertising, 25(3), 381–407.Google Scholar
  11. Devinney, T., Dowling, C., and Collins, M. (2005), "Client and agency mental models in evaluating advertising," in: International Journal of Advertising, 24(1), 35–50.Google Scholar
  12. Eggert, A., and Ulaga, W. (2002), "Customer perceived value: a substitute for satisfaction in business markets?" in: Journal of Business & Industrial Marketing, 17(2/3), 107–118.CrossRefGoogle Scholar
  13. Fombrun, C. J., and Van Riel, C. B. M. (1996), "The Reputational Landscape," in: Corporate Reputation Review, 1(1/2), 5–13.Google Scholar
  14. Graf, A., and Maas, P. (2008), "Customer Value from a Customer Perspective: A Comprehensive Review," in: Journal für Betriebswirtschaft, 58(1), 1–20.CrossRefGoogle Scholar
  15. Gray, E. R., and Balmer, J. M. T. (1998), "Managing Corporate Image and Corporate Reputation.," in: Long Range Planning, 31(5), 695–702.CrossRefGoogle Scholar
  16. Halinen, A. (1997), "Relationship Marketing in Professional Services: A study of agency-client dynamics in the advertising sector"; . London, UK: Routledge.CrossRefGoogle Scholar
  17. Hansen, H., Samuelsen, B. M., and Silseth, P. R. (2008), "Customer perceived value in BtB service relationships: Investigating the importance of corporate reputation," in: Industrial Marketing Management, 37(2008), 206–217.CrossRefGoogle Scholar
  18. Helm, S., and Salminen, R. T. (2010), "Basking in reflected glory: Using customer reference relationships to build reputation in industrial markets," in: Industrial Marketing Management, 39(5), 737–743.CrossRefGoogle Scholar
  19. Jancic, Z., and Zabkar, V. (1998), "Establishing Marketing Relationships in the Advertising Agency Business: A Transitional Economy Case," in: Journal of Advertising Research, 38(6), 27–36.Google Scholar
  20. Keh, H. T., and Xie, Y. (2009), "Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment," in: Industrial Marketing Management, 38(2009), 732–742.CrossRefGoogle Scholar
  21. Kirmani, A., and Rao, A. R. (2000), "No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality," in: Journal of Marketing, 64(April), 66–79.CrossRefGoogle Scholar
  22. LaBahn, D. W., and Kohli, C. (1997), "Maintaining Client Commitment in Advertising Agency-Client Relationships," in: Industrial Marketing Management, 26, 497–508.CrossRefGoogle Scholar
  23. Lages, C., Lages, C. R., and Lages, L. F. (2005), "The RELQUAL scale: a measure of relationship quality in export market ventures," in: Journal of Business Research, 58(8), 1040–1048.CrossRefGoogle Scholar
  24. Lapierre, J. (2000), "Customer-perceived value in industrial contexts.," in: Journal of Business & Industrial Marketing, 15(2/3), 122–140.CrossRefGoogle Scholar
  25. Lee, H. L., So, K. C., and Tang, C. S. (2000), "The value of information sharing in a two-level supply chain," in: Management Science, 46(5), 626–643.CrossRefGoogle Scholar
  26. Lin, C.-H., Sher, P. J., and Shih, H.-Y. (2005), "Past progress and future directions in conceptualizing customer perceived value," in: Journal of Service Management, 16(3/4), 318–336.Google Scholar
  27. Lindgreen, A., Hingley, M. K., Grant, D. B., and Morgan, R. E. (2012), "Value in business and industrial marketing: Past, present, and future." in: Industrial Marketing Management, 41(1), 207–214.CrossRefGoogle Scholar
  28. Lindgreen, A., and Wynstra, F. (2005), "Value in business markets: What do we know? Where are we going?," in: Industrial Marketing Management, 34(7), 732–748.CrossRefGoogle Scholar
  29. Lynch, J., and de Chernatony, L. (2007), "Winning Hearts and Minds: Business-to-Business Branding and the Role of the Salesperson," in: Journal of Marketing Management, 23(1–2), 123–135.Google Scholar
  30. Newell, S. J., and Goldsmith, R. E. (2001), "The development of a scale to measure perceived corporate credibility," in: Journal of Business Research, 52(3), 235–247.CrossRefGoogle Scholar
  31. Noordewier, T. G., John, G., and Nevin, J. R. (1990), "Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships," in: Journal of Marketing, 54(4), 80–93.CrossRefGoogle Scholar
  32. Nyilasy, G., Canniford, R., and Kreshel, P. J. (2013), "Ad agency professionalsandapos; mental models of advertising creativity," in: European Journal of Marketing, 47(10), 1691–1710.CrossRefGoogle Scholar
  33. Park, J., Lee, J., Lee, H., & Truex, D. (2012), "Exploring the impact of communication effectiveness on service quality, trust and relationship commitment in IT services," in: International Journal of Information Management, 32(5), 459–468.CrossRefGoogle Scholar
  34. Petrick, J. F. (2002), "Development of a Multi-Dimensional Scale for Measuring the Perceived Value of Services," in: Journal of Leisure Research, 34(2), 119–134.Google Scholar
  35. Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., and Podsakoff, N. P. (2003), "Common method biases in behavioral research: a critical review of the literature and recommended remedies," in: The Journal of Applied Psychology, 88(5), 879–903.CrossRefGoogle Scholar
  36. Prendergast, G., Shi, Y., and West, D. (2001), "Organizational Buying and Advertising Agency-Client Relationships in China," in: Journal of Advertising, 30(2), 61–71.CrossRefGoogle Scholar
  37. Prior, D. (2013), "Supplier representative activities and customer perceived value in complex industrial solutions," in: Industrial Marketing Management, 42(8), 1192–1201.CrossRefGoogle Scholar
  38. Ravald, A., and Grönroos, C. (1996), "The value concept and relationship marketing," in: European Journal of Marketing, 30(2), 19–30.CrossRefGoogle Scholar
  39. Sánchez-Fernández, R., and Iniesta-Bonillo, M. Á. (2007), "The concept of perceived value: a systematic review of the research," in: Marketing Theory, 7(4), 427–451.Google Scholar
  40. Sasser, S. L., and Koslow, S. (2012), "When Bad is Good: The Creative Conundrum of Agency-Client Relationships," in: M. Eisend, T. Langner, and S. Okazaki (Eds.): Advances in Advertising Research (Vol. III) (Vol. III, pp. 365–377), Wiesbaden: Gabler Verlag.CrossRefGoogle Scholar
  41. Sheehan, N. T., and Stabell, C. B. (2010), "Reputation as a Driver in Activity Level Analysis: Reputation and Competitive Advantage in Knowledge Intensive Firms," in: Corporate Reputation Review, 13(3), 198–208.CrossRefGoogle Scholar
  42. Sheth, J. N., Newman, B. I., and Gross, B. L. (1991), "Why We Buy What We Buy: A Theory of Consumption Values," in: Journal of Business Research, 22(2), 159–170.CrossRefGoogle Scholar
  43. Spence, M. (1973), "Job Market Signaling," in: The Quarterly Journal of Economics, 87(3), 355–374.CrossRefGoogle Scholar
  44. Spence, M. (2002), "Signaling in Retrospect and the Informational Structure of Markets," in: The American Economic Review, 92(3), 434–459.CrossRefGoogle Scholar
  45. Storbacka, K., Strandvik, T., and Grönroos, C. (1994), "Managing Customer Relationships for Profit: The Dynamics of Relationship Quality," in: International Journal of Service Industry Management, 5(5), 21–38.CrossRefGoogle Scholar
  46. Suh, T., Jung, J. C., and Smith, B. L. (2012), "Learning creativity in the client-agency relationship," in: The Learning Organization, 19(5), 428–439.CrossRefGoogle Scholar
  47. Sweeney, J. C., and Soutar, G. N. (2001), "Consumer perceived value: The development of a multiple item scale," in: Journal of Retailing, 77(2), 203–220.CrossRefGoogle Scholar
  48. Tai, Y.-M., and Ho, C.-F. (2010), "Effects of information sharing on customer relationship intention," in: Industrial Management & Data Systems, 110(9), 1385–1401.CrossRefGoogle Scholar
  49. Verbeke, W. (1988), "Developing an advertising agency-client relationship in The Netherlands," in: Journal of Advertising Research, 28(6), 19–27.Google Scholar
  50. Van Riel, C. B. M. (1995), Corporate Communication. New York: Prentice Hall.Google Scholar
  51. von Nordenflycht, A. (2010), "What is a professional service firm? Toward a theory and taxonomy of knowledge-intensive firms," in: Academy of Management Review, 35(1), 155–174.Google Scholar
  52. Waller, D. S. (2004), "Developing an account-management lifecycle for advertising agency-client relationships," in: Marketing Intelligence and Planning, 22(1), 95–112.CrossRefGoogle Scholar
  53. Walker, K. (2010), "A Systematic Review of the Corporate Reputation Literature: Definition, Measurement, and Theory," in: Corporate Reputation Review, 12(4), 357–387.CrossRefGoogle Scholar
  54. Walsh, G., and Beatty, S. E. (2007), "Customer-based corporate reputation of a service firm: scale development and validation," in: Journal of the Academy of Marketing Science, 35(1), 127–143.CrossRefGoogle Scholar
  55. Walsh, G., Beatty, S. E., and Shiu, E. M. K. (2009), "The customer-based corporate reputation scale: Replication and short form," in: Journal of Business Research, 62(10), 924–930.CrossRefGoogle Scholar
  56. Weiss, A. M., Anderson, E., and Macinnis, D. J. (1999), "Reputation Management as a Motivation for Sales Structure Decisions," in: Journal of Marketing, 63(4), 74–89.CrossRefGoogle Scholar
  57. West, D. C. (1997), "Purchasing Professional Services: The Case of Advertising Agencies," in: The Journal of Supply Chain Management, 33(3), 2–9.Google Scholar
  58. Zeithaml, V. A. (1988), "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence," in: Journal of Marketing, 52(3), 2–22.CrossRefGoogle Scholar

Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  1. 1.University of SarajevoSarajevoBosnia-Herzegovina
  2. 2.University of LjubljanaLjubljanaSlovenia

Personalised recommendations