ICORIA Best Paper Award 2014

The FELU Vice-Dean Vesna Žabkar, Ph.D., Full Professor and FELU PhD candidate Maja Arslanagić-Kalajdžić, received the Best Paper Award at  ICORIA (International Conference on Research in Advertising) 2014.

Title of the article:

Understanding agency-client relationships better through clients’ perceptions of value and value antecedents

Abstract:

The objective of this paper is to develop a better understanding of client’s perceived value and value antecedents in advertising agency-client relationships. Client’s perceived value is conceptualized through functional, emotional and social value. We focus on three intangible value antecedents: perceived agency reputation, credibility and relationship quality. In order to empirically test the proposed conceptual framework, we conducted a quantitative survey with 228 CEOs and heads of marketing departments who work with advertising agencies. Survey results confirm positive and significant relationships between agency’s reputation, credibility, relationship quality and client’s perceived value. Research findings may serve as a guide for the signals agencies should work on to increase clients’ value perception.

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