Outcomes of advertiser-agency relationships: the form and role of cooperation

Dale F. Duhan and Kåre Sandvik

The form and the role of cooperation within advertising relationships is the focus of this research. The theory posits that trust, commitment and cooperation are the core of the relationship and that the agency’s performance and the advertiser’s willingness-to-pay-more for the agency’s services are the outcomes.

Outcomes of advertiser–agency relationships: The form and the role of cooperation

Dale F. Duhan

Texas Tech University and Buskerud University College

Kåre Sandvik

Buskerud University College

Introduction

The nature of the relationships between advertisers...

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