Stability of Advertising Principal – Agent Relationship

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/27075

Title:	Stability of Advertising Principal – Agent Relationship
Authors:	Lin, Hsin-Mei
Contributors:	廣告系
Keywords:	agent relationship interorganizational relationship transaction cost
Date:	2004-03-01
Issue Date:	2014-03-07 14:37:49 (UTC+8)
Abstract:	Summary—This paper introduces a social perspective of interorganizational relationship to study the advertising principal-agent relationship and highlight prevailing and increasing importance of stability of advertising relationship. Empirical longitudinal analysis use survey data of international advertising principal-agent relationship collected by perceptions of foreign subsidiaries of MNEs to conduct the empirical event history study. The perceived dyadic relation including perceived uncertainty, communication atmosphere, reputation effect as well as mutual interaction in forms of coordination, adaptation, and interdependence might exert influences on the termination or sustain of dyadic business relationship. The results suggested mutual interdependence, perceptual communication atmosphere, and reputation effects can significantly help to develop a more stable interorganizational relationship.
Relation:	中國廣告學刊 9期 p.119-133
Appears in Collections:	[Department of Advertising ] academic journal

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