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

Chapter
Part of the European Advertising Academy book series (EAA)

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.

Keywords

Covariance Marketing Assure Myopia Harman 

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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

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

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