A longitudinal analysis of the ad agency-client relationship: predictors of an agency switch

A longitudinal analysis of the ad agency-client relationship: predictors of an agency switch

A longitudinal study of advertising decision-makers that was designed to identify key predictors of an agency switch is described. Six predictor variables that discriminate between advertising decision-makers who change agencies and those who do not were identified.

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Bibliographische Detailangaben
Veröffentlicht in:Journal of advertising research 1995-03, Vol.35 (2), p.24
1. Verfasser: Henke, Lucy L
Format: Artikel
Sprache:eng
Schlagworte:
Advertising agencies
Client development
Decision making
Loyalty
Professional relationships
Social research
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Beschreibung
Zusammenfassung:A longitudinal study of advertising decision-makers that was designed to identify key predictors of an agency switch is described. Six predictor variables that discriminate between advertising decision-makers who change agencies and those who do not were identified.
ISSN:0021-8499
1740-1909