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

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Advances in Advertising Research (Vol. VI)

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Abstract

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.

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Author information

Authors and Affiliations

  1. University of Sarajevo, Sarajevo, Bosnia-Herzegovina

    Dr. Maja Arslanagic-Kalajdzic

  2. University of Ljubljana, Ljubljana, Slovenia

    Vesna Zabkar

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  1. Dr. Maja Arslanagic-Kalajdzic
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  2. Vesna Zabkar
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Correspondence to Maja Arslanagic-Kalajdzic .

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Editors and Affiliations

  1. Department of Marketing, Vrije Universiteit, Amsterdam, The Netherlands

    Peeter Verlegh

  2. ASCoR, University of Amsterdam, Amsterdam, The Netherlands

    Hilde Voorveld

  3. Lehrstuhl für BWL, insb. Internationales Marketing, Europa-Universität Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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Arslanagic-Kalajdzic, M., Zabkar, V. (2016). Understanding Agency-Client Relationships Better Through Clients’ Perceptions of Value and Value Antecedents. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_9

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