Possession and effects of power in advertising agency-client relationships in South Korea: A multi-level analysis

Abstract

The study reported here examines the effects of power on two major outcome variables — commitment and communication — at three different levels of analysis: the individual firm, a cross level, and a dyad level. The hypotheses were tested through dyadic data on advertising agencies and their client firms in South Korea. Results highlight the constructive nature of power in agency-client relationships. The authors also found that: (a) the power of a client firm has a significant effect on commitment and communication; (b) client firms expect a high level of communication with agencies regardless of level of power, and (c) total commitment and total communication at the dyad level do not change much as relative power of a firm increases.

Citation

Oh, C. and Keysuk Kim, S. (2002), "Possession and effects of power in advertising agency-client relationships in South Korea: A multi-level analysis", Taylor, C.R. (Ed.) New Directions in International Advertising Research (Advances in International Marketing, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 217-241. https://doi.org/10.1016/S1474-7979(02)12028-X