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Providing a framework for integrating aspects of externally directed corporate and marketing communication efforts, this paper makes a case for the communication of positive and credible ethical values as a potentially critical component in communications strategy and sustainable competitive advantage. Using an uncertainty‐reduction model adapted from the diffusion literature, it is suggested that appropriately communicated moral and ethical values can have a role in underpinning an organisation’s reputation and “trusted capacities”, thereby heightening confidence in likely future actions, offering a predictive mechanism for lowering uncertainty in market transactions, and facilitating a potential to trade by offering a rationale for an organisation’s secure market position. Underpinned by ethical principles, the paper proposes implications for the role of “reputation for trustworthiness” and its symbolic evocation. It is argued that a reputation can become accepted as a social “fact”, able to endure critical interrogation in its social environment.

This paper aims to present the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the agency–client relationship, and presents a concept matrix that identifies the key areas of investigation, and topics where further research would be beneficial. As agencies play a pivotal role in operationalising marketing strategy, this relationship is central to marketing theory, management and practice.

A systematic review of the literature was performed using key databases and search terms, and filtering on the basis of criteria relating, for example, to relevance and format, to create a core set of refereed papers on the agency–client relationship in the marketing and advertising domains. Bibliographic and thematic analysis was used to profile the literature in the dataset, and to draw out key themes.

The paper provides an analysis of the extant knowledge base, including key themes, journals and research methods. The following themes emerged from the literature, and are used to elaborate further on the existing body of knowledge: conflict, client account management, contracts and agency theory, cultural and international perspectives and co-creation. An agenda for future research is proposed that advocates a focus on theoretical foundations, research strategies and research topics and themes.

This is the first systematic review of the literature on agency–client relationships, which is scattered across disciplines and informed by several theoretical perspectives. Given the increasing complexity of agency–client relationships in the digital age, and increasing need to understand “marketing-as-practice”, the coherent overview offered by this paper is of particular value for guiding future research.

This paper investigates international advertising approaches of USA‐based corporations that offer consumer services in overseas markets. Based on the empirical findings, the data reveal that the majority of the respondent executives tend to follow a localized rather than a standardized advertising approach in marketing such services. Respondents also indicate that companies using such a localized advertising approach take cultural variables more seriously than do companies following a standardized approach. Here, however, respondents on either side of the standardized/localized debate concur. For example, there is virtual unanimity from respondents in terms of their perception that government regulations make it difficult to create and use universal campaigns, and that language diversity necessitates the use of local communication expertise in each market. Furthermore, and perhaps important in terms of the constant stress placed these days upon globalization, both groups seem unconvinced that advertisements can be universally understood, and that an advertising theme can be the same for all markets. Thus, this paper supports the notion that perceived differences in consumers' lifestyles do act as major obstacles to universal advertising campaigns.

The purpose of this paper is to explore how the pressures of being a Little Emperor in a rapidly changing society are reflected in consumer experiences, particularly in the meanings attached to products and brands. The paper aims to focus on young adults in urban China, specifically young professional women.

The subject was shadowed at work for two weeks during the Spring of 2007 and for an additional two weeks during the Spring of 2008. Social interactions and purchasing behavior were carefully observed, as well as conducting a series of informal interviews. During the Summer of 2008, a formal, in‐depth interview was conducted with an informant in the USA.

The unique pressures of growing up as a Little Emperor in a changing society are widely reflected in product usage and are ways in which to ease the tension and anxiety associated with the pressure of maintaining expectations from friends, family, and society.

The study focused on a single informant who, while on the surface appearing to represent adult Little Emperors, may in fact have different attitudes from her contemporaries. It would be interesting to investigate the degree to which parallel themes occur in the male market, namely what categories young urban professional men who were raised as Little Emperors use to express themselves.

The research provides insights into some of the conflicting expectations derived directly from the experience of growing up as a Little Emperor. It translates these insights into practical recommendations for various aspects of marketing and advertising cosmetic products in China, thus allowing multinationals to build successful marketing campaigns that appeal to managing these conflicting expectations.

The paper is the first work on the consumer experiences of urban young adult Little Emperors, specifically young professional women.

This study aims to explore advertising strategies by US corporations selling consumer services overseas. Attention is extended to determining the type of standardized advertising (pattern vs prototype) that US headquarters tend to use in international campaigns, identifying major obstacles that impede advertising standardization and examining linkages between the use of creative approaches (standardized vs localized) and firms ' length of business and sales volume.

Using a descriptive approach and rigorous sample, the authors surveyed international advertising managers of US firms selling consumer services. A 57 per cent response rate provided the basis for testing two research questions and two hypotheses.

US firm headquarters tend to lean more toward the use of prototype standardization than pattern standardization. The major impediments of standardized campaigns are perceived to be cultural differences, alternatives in consumer lifestyles, language diversity, variations in worldwide market infrastructure and government regulations.

While demonstrating correlations in some areas, the authors offer some suggestions for future investigation of this important topic. By focusing on services marketing, the study does contribute to the extant discussion concerning advertising standardization/localization from the context of US-based services businesses marketing internationally.

The outcomes indicate that established business firms and firms with large sales volumes, compared to younger business firms and firms with small sales volumes, are more likely to use the standardized advertising approach than the localized approach.

The paper offers new insights into the standardized/localized debate where advertising researchers have tended to overlook the significance of service businesses in the international context.