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5.1c Understanding Advertising Client-Agency Relationships in China: The Impact of Relationship Quality and Guanxi on Agency Performance
Abstract
Client and agency relations are crucial in the creation of successful advertising and for positive business results.However, the quality of the client-agency relationship has been an important, yet overlooked, construct.This study focuses on how agencies’ relationships with their clients impact their creative performanceand implementation. Results show that commitment was found to positively associate with agency creativity. The findings of this study also suggest that the Chinese guanxi(English translations are ‘relationships’ and ‘connections’) framework is applicable to study the client-agency relationships in China. Bothganqingand renqingwere found to associate positively with the implementation of advertising campaigns in China. In addition, ganqingwas found to relate to the agency’s creativity while xinrenand renqingdid not have a positive impact on the creativity of the advertising campaign.The results of this study are important for furthering the understanding of the Chinese advertising market.
First & Corresponding Author
Shu-Chuan Chu, DePaul University
Authors in the order to be printed.
Shu-Chuan Chu, DePaul University; Yang Cao, Shanghai Institute of Technology; Jing Yang, Loyola University; Juan Mundel, DePaul University