A Cross–cultural Assessment of the Advertising Agency Selection Process: An Empirical Test in Korea and New Zealand

Looks at how clients go about selecting an advertising agency, and how this may vary over different cultures.

A CrossCultural Assessment of the Advertising Agency Selection Process: An Empirical Test in Korea and New Zealand

Woonbong Na Silla University, KoreaRoger Marshall NTU, Singapore

It is an odd fact that much of the recent work concerning selection of an advertising agency has been drawn from New Zealand samples. As this topic is of burning interest to advertising agencies and of continuing interest to marketing and advertising academics it seems an appropriate time to generalise these findings. This is the purpose of the research reported here. Data collected in Korea show that there is surprising...

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