Frontpage  About
Paper info: Relationship Quality in the Media and Advertising Industry


Relationship Quality in the Media and Advertising Industry


Catherine Myhal
Manchester Business School
United Kingdom
Catherine Myhal ,
Francis Buttle
Macquarie Graduate School of Management
Francis Buttle and John A. Murphy

Place of Publication

The paper was published at the 17th IMP-conference in Oslo, Norway in 2001.


Download paper
(311.6 kb)


Relationship quality has begun to attract interest as a research topic over thepast few years. Within this paper, two research questions are explored: ?whatare the key characteristics of relationship quality? and ?Is the actor bonds (B),resource ties (R) and activity links (A) triptych advocated by the IMP group anadequate framework for encompassing relationship quality?.Results from interviews within the media and advertising industry allow betterinsight into items characterising relationship quality, providing a list of 250items, some of which relate to characteristics previously identified within theliterature and some of which do not. Subsequent coding and classification ofthese items reveals that the IMP's BRA framework, previously applied torelationship substance, can be successfully applied in providing a classificationfor relationship quality items as well.Though a qualitative approach was adopted at this stage, it does provide moreinsight into the nature of the relationship quality construct, and paves the wayfor ultimately producing a measurement tool allowing measuring the quality ofa given business-to-business relationship.