'Birds of a feather flock together': strategic implications for advertising agencies

Advertisers who perceived high similarity between themselves and those within their advertising agency rated their agency as superior to those who felt they had less in common with agency contacts.

'Birds of a Feather Flock Together': Strategic Implications for Advertising Agencies

Tammy Neal Crutchfield Mercer UniversityDeobrah F. Spake, Giles D'Souza and Robert M. Morgan University of South Alabama

Client Turnover and relationship development have...

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