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Determinants of assessing the quality of advertising services - The perspective of enterprises active and inactive in advertising

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  • Bachnik, Katarzyna
  • Nowacki, Robert
  • Szopiński, Tomasz S.

Abstract

This paper provides a comparative analysis of the perception of advertising services, addressing the intensity of advertising services and the evaluation of advertising quality. Using multidimensional scaling techniques for 505 enterprises in Poland, the authors demonstrate that managers employ different criteria to assess the quality of advertising services. The selection of these criteria is influenced by the company's size and its experience cooperating with advertising agencies. A statistically significant relationship occurred between the size of the company and the choice to use or not to use the services of advertising agencies, the companies' choice to use or not to use the services of advertising agencies and the perception of the importance of factors that determine advertising agencies' quality by the managers of these companies.

Suggested Citation

  • Bachnik, Katarzyna & Nowacki, Robert & Szopiński, Tomasz S., 2018. "Determinants of assessing the quality of advertising services - The perspective of enterprises active and inactive in advertising," Journal of Business Research, Elsevier, vol. 88(C), pages 474-480.
    • Handle: RePEc:eee:jbrese:v:88:y:2018:i:c:p:474-480
    DOI: 10.1016/j.jbusres.2017.12.017
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    References listed on IDEAS

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    1. Dahlstrom, Robert & Ingram, Rhea, 2003. "Social networks and the adverse selection problem in agency relationships," Journal of Business Research, Elsevier, vol. 56(9), pages 767-775, September.
    2. Na, Woonbong & Marshall, Roger & Son, Youngseok, 2003. "How Businesses Buy Advertising Agency Services: A Way to Segment Advertising Agencies' Markets?," Journal of Advertising Research, Cambridge University Press, vol. 43(1), pages 86-95, March.
    3. Lichtenthal, J. David & Shani, David, 2000. "Fostering Client-Agency Relationships: A Business Buying Behavior Perspective," Journal of Business Research, Elsevier, vol. 49(3), pages 213-228, September.
    4. Mohd. Nishat Faisal & Bilal Mustafa Khan, 2008. "Selecting an Advertising Agency: A Multi-Criteria Decision Making Approach," Vision, , vol. 12(4), pages 13-22, October.
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    Cited by:

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    2. Reginald Masocha, 2018. "Contrasting Contemporary Advertising Media Strategies of Small Retail Firms:," Journal of Economics and Behavioral Studies, AMH International, vol. 10(6), pages 162-170.
    3. Pemer, Frida & Skjølsvik, Tale, 2019. "The cues that matter: Screening for quality signals in the ex ante phase of buying professional services," Journal of Business Research, Elsevier, vol. 98(C), pages 352-365.
    4. Aura COLAN & Tincuta VRABIE & Alexandru CAPATANA & Geanina COLAN, 2020. "Quality Monitoring Model In Educational And Public Institutions In The Conditions Of Sustainable Development," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(1), pages 445-453, November.

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