Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories
Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories
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DOI：
10.1177/002224299205600301
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发表时间：
1992-07
影响因子：
12.9
通讯作者：
M. Bergen;S. Dutta;O. Walker
中科院分区：
文献类型：
--
作者：
M. Bergen;S. Dutta;O. Walker
代理和相关理论已被证明是在许多学科中检验委托人和他们的代理人之间关系的理论框架。然而，尽管营销涉及广泛的代理关系，基于代理的研究直到最近才开始在营销文献中被报道。因此，作者试图通过描述代理理论的主要结构、嵌入在该理论中的两种不同类型的模型以及一些密切相关的理论结构来阐明代理理论的营销含义。他们还批判性地回顾了过去和潜在的基于机构的营销研究，并提出了营销人员可能有助于提高其有效性和有用性的方法。
Agency and related theories have proven useful as theoretical frameworks for examining relationships between principals and their agents in many disciplines. However, though marketing involves a wide array of agency relationships, agency-based research has only recently begun to be reported in the marketing literature. The authors therefore attempt to clarify the marketing implications of agency theory by describing its major constructs, the two different types of models embedded within the theory, and some closely related theoretical structures. They also critically review past and potential agency-based research in marketing and suggest ways in which marketers might contribute to improving its validity and usefulness.