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Partnership in the Forefront: Advertising Agencies’ Roles and Business Clients’ Loyalty

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Advances in Advertising Research VIII

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Abstract

It has long been known that ensuring loyalty of every business relationships is a key to the long-term success. Hence, it does not come as a surprise that researchers are interested in explaining loyalty and in achieving relevant and robust recommendations for practitioners (e.g. Russo, Confente, Gligor and Autry, 2015).

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Author information

Authors and Affiliations

  1. International Marketing Department, University of Vienna, Wien, Austria

    Doc. Dr. Maja Arslanagic-Kalajdzic

  2. Faculty of Economics, University of Ljubljana, Ljubljana, Slovenia

    Prof. Dr. Vesna Zabkar

Authors
  1. Doc. Dr. Maja Arslanagic-Kalajdzic
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  2. Prof. Dr. Vesna Zabkar
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Corresponding author

Correspondence to Maja Arslanagic-Kalajdzic .

Editor information

Editors and Affiliations

  1. University of Ljubljana, Faculty of Economics , Ljubljana, Slovenia

    Vesna Zabkar

  2. Faculty of Business Administration and Economics, European University Viadrina , Frankfurt (Oder), Germany

    Martin Eisend

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Arslanagic-Kalajdzic, M., Zabkar, V. (2017). Partnership in the Forefront: Advertising Agencies’ Roles and Business Clients’ Loyalty. In: Zabkar, V., Eisend, M. (eds) Advances in Advertising Research VIII. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18731-6_17

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