Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories
Abstract
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.
Integrity signals
Registry
Cites
Statistics
Claims the paper makes
Claims other papers make about this one
Each is checked against this paper’s own text: does it say what the citing paper says it does?
From an agency theory perspective, franchisees have an incentive to conceal information about external environmental factors that explain their business success without attributing the latter to their effort.
“Finally, from an agency theory perspective, franchisees have an incentive to conceal information about external environmental factors that serve to explain their business success without attributing the latter to their effort (cf., Bergen, Dutta, and Walker 1992).”
From Control techniques and upward flow of information in franchising in distant markets: conceptualization and preliminary evidence (1998) · cites this paper as Bergen, Dutta, and Walker 1992
Cites
Myles, G. D. (1993) · European Journal of Political Economy · doi:10.1016/0176-2680(93)90012-j · Cited by 875 · see citing works
Flagged first, then by citations
Cited by
Sorted by citations
Consumer trust, value, and loyalty in relational exchanges
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002) · Journal of Marketing · doi:10.1509/jmkg.66.1.15.18449 · Cited by 4,196 · see citing works
Pavlou, P. A., Liang, H., & Xue, Y. (2007) · MIS Quarterly · doi:10.2307/25148783 · Cited by 2,646 · see citing works
Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration
De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001) · Journal of Marketing · doi:10.1509/jmkg.65.4.33.18386 · Cited by 2,083 · see citing works
Pavlou, P. A., & Gefen, D. (2005) · Information Systems Research · doi:10.1287/isre.1050.0065 · Cited by 580 · see citing works
Pavlou, P. A. (2002) · The Journal of Strategic Information Systems · doi:10.1016/s0963-8687(02)00017-3 · Cited by 510 · see citing works
Griffith, D. A., & Myers, M. B. (2005) · Journal of International Business Studies · doi:10.1057/palgrave.jibs.8400131 · Cited by 259 · see citing works
Dant, R. P., & Nasr, N. I. (1998) · Journal of Business Venturing · doi:10.1016/s0883-9026(97)00040-2 · Cited by 168 · see citing works
International franchising: Capabilities and development
Fladmoe-Lindquist, K. (1996) · Journal of Business Venturing · doi:10.1016/0883-9026(96)00056-0 · Cited by 138 · see citing works
- Authors
- Bergen, M., Dutta, S., & Walker, O. C.
- Affiliations
- University of Chicago (US)
- University of Minnesota (US)
- ORCID
- Dutta, Shantanu
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1992-07
- Volume
- 56
- Issue
- 3
- Pages
- 1-24
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2323771037
- Cited by
- 1,105
- References
- 1
- Citations by year
- 2026: 19 · 2025: 20 · 2024: 23 · 2023: 29 · 2022: 45 · 2021: 37 · 2020: 39 · 2019: 40 · 2018: 45 · 2017: 32 · 2016: 34 · 2015: 63 · 2014: 65 · 2013: 50 · 2012: 54
- FWCI
- 21.45
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Management Information Systems › Accounting and Organizational Management
- Keywords
- agency theory, principal-agent relationship, marketing, principal-agent model
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
