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| Authors: | Mark Gabbott Gillian Hogg |
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| Affiliation: | 1. Department of Marketing , University of Stirling , Stirling, Scotland, UK;2. University of Stirling , Scotland, UK |
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| Abstract: | The purpose of this paper is to examine the value of various sources and types of information used by purchasers in a specific context; the purchase of public relations services. This paper discusses the particular characteristics of public relations services that affect the information available in the pre‐purchase phase and the various sources of that information. The research concludes that both the type of information used and the sources of that information are affected by both the public relations product variant and the availability of in‐house public relations specialists. |
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