Affiliation:
1. Charles Sturt University
2. Monash University
Abstract
This paper examines the power bases used by the most influential person in the buying centre established for the selection of the services of an advertising agency. Findings suggest that expert power and referent power are important determinants of manifest influence. Kohli's (1989) measure of information power is found to be inadequate, and may require a new scale to measure possession and use of information, as opposed to the process of obtaining information.
Cited by
2 articles.
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