Commonalities in the reasons for switching advertising agencies: corroboratory evidence from New Zealand
G Durden,T Orsman and P C N Mitchell
Our replication study in New Zealand of failed advertising agency-client relationships provides findings to support previous UK and US research that a common set of reasons appears to exist, both between countries and over time, to explain why break-ups occur. Advertisers responsible for over half of advertising account switches in New Zealand between 1993 and 1994 gave identical rankings to their counterparts in the UK and USA on the general factors explaining break-ups, and also similar...