Nagrada za najboljši prispevek na konferenci ICORIA
Prodekanjij, prof. dr. Vesni Žabkar in doktorski študentki na Ekonomski fakulteti, mag. Maji Arslanagić-Kalajdžić je European Advertising Academy v sodelovanju z University of Amsterdam, na 13. mednarodni konferenci ICORIA 2014 podelila nagrado za najboljši prispevek na konferenci, z naslovom Research in Advertising. Konferenca je potekala med 26. do 28. junijem v Amsterdamu.
Naslov prispevka:
Understanding agency-client relationships better through clients’ perceptions of value and value antecedents
Povzetek:
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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