{"id":"https://openalex.org/W2012085778","doi":"https://doi.org/10.1002/mar.20069","title":"Advertising weak and strong brands: Who gains?","display_name":"Advertising weak and strong brands: Who gains?","publication_year":2005,"publication_date":"2005-04-19","ids":{"openalex":"https://openalex.org/W2012085778","doi":"https://doi.org/10.1002/mar.20069","mag":"2012085778"},"language":"en","primary_location":{"id":"doi:10.1002/mar.20069","doi":"https://doi.org/10.1002/mar.20069","is_oa":false,"landing_page_url":"https://doi.org/10.1002/mar.20069","pdf_url":null,"source":{"id":"https://openalex.org/S102896891","display_name":"Psychology and Marketing","issn_l":"0742-6046","issn":["0742-6046","1520-6793"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Psychology & Marketing","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5073828732","display_name":"Micael Dahl\u00e9n","orcid":"https://orcid.org/0000-0001-6183-6520","observed_orcids":["https://orcid.org/0000-0001-6183-6520"]},"institutions":[{"id":"https://openalex.org/I180242103","display_name":"Stockholm School of Economics","ror":"https://ror.org/01s5jzh92","country_code":"SE","type":"education","lineage":["https://openalex.org/I180242103"]}],"countries":["SE"],"is_corresponding":true,"raw_author_name":"Micael Dahl\u00e9n","raw_affiliation_strings":["Stockholm School of Economics"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Stockholm School of Economics","institution_ids":["https://openalex.org/I180242103"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5088830131","display_name":"Fredrik Lange","orcid":"https://orcid.org/0000-0002-1400-2408","observed_orcids":["https://orcid.org/0000-0002-1400-2408"]},"institutions":[{"id":"https://openalex.org/I180242103","display_name":"Stockholm School of Economics","ror":"https://ror.org/01s5jzh92","country_code":"SE","type":"education","lineage":["https://openalex.org/I180242103"]}],"countries":["SE"],"is_corresponding":false,"raw_author_name":"Fredrik Lange","raw_affiliation_strings":["Stockholm School of Economics"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Stockholm School of Economics","institution_ids":["https://openalex.org/I180242103"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5073828732"],"corresponding_institution_ids":["https://openalex.org/I180242103"],"apc_list":{"value":3800,"currency":"USD","value_usd":3800},"apc_paid":null,"fwci":3.8145,"has_fulltext":false,"cited_by_count":46,"citation_normalized_percentile":{"value":0.94080118,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":99},"biblio":{"volume":"22","issue":"6","first_page":"473","last_page":"488"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5479000210762024,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5479000210762024,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.4011000096797943,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.023900000378489494,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/strong-brands","display_name":"strong brands","score":0.9929999709129333},{"id":"https://openalex.org/keywords/brand-advertising","display_name":"brand advertising","score":0.7409999966621399},{"id":"https://openalex.org/keywords/brand-attitude","display_name":"brand attitude","score":0.8220000267028809},{"id":"https://openalex.org/keywords/purchase-intention","display_name":"purchase intention","score":1.0},{"id":"https://openalex.org/keywords/brand-recall","display_name":"brand recall","score":0.7540000081062317},{"id":"https://openalex.org/keywords/advertising-effectiveness","display_name":"advertising effectiveness","score":0.5130000114440918}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.8054742813110352},{"id":"https://openalex.org/C100660578","wikidata":"https://www.wikidata.org/wiki/Q18733","display_name":"Recall","level":2,"score":0.7554081678390503},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.6610308885574341},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.5600374341011047},{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.5104030966758728},{"id":"https://openalex.org/C71508700","wikidata":"https://www.wikidata.org/wiki/Q866188","display_name":"Brand extension","level":3,"score":0.5032293200492859},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.47432607412338257},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3012775182723999},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.11470547318458557}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1002/mar.20069","doi":"https://doi.org/10.1002/mar.20069","is_oa":false,"landing_page_url":"https://doi.org/10.1002/mar.20069","pdf_url":null,"source":{"id":"https://openalex.org/S102896891","display_name":"Psychology and Marketing","issn_l":"0742-6046","issn":["0742-6046","1520-6793"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Psychology & Marketing","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":51,"referenced_works":["https://openalex.org/W1592080430","https://openalex.org/W1698992669","https://openalex.org/W1964518684","https://openalex.org/W1972244180","https://openalex.org/W1974204076","https://openalex.org/W1974259533","https://openalex.org/W1974350996","https://openalex.org/W1976586632","https://openalex.org/W1981536927","https://openalex.org/W1981781755","https://openalex.org/W1987364024","https://openalex.org/W1988174397","https://openalex.org/W1989446738","https://openalex.org/W1994129617","https://openalex.org/W2001657210","https://openalex.org/W2005685345","https://openalex.org/W2008986914","https://openalex.org/W2011747645","https://openalex.org/W2012682638","https://openalex.org/W2017454365","https://openalex.org/W2021540993","https://openalex.org/W2025209263","https://openalex.org/W2029319848","https://openalex.org/W2033530627","https://openalex.org/W2047943462","https://openalex.org/W2055849295","https://openalex.org/W2063205442","https://openalex.org/W2063501694","https://openalex.org/W2074105490","https://openalex.org/W2079772660","https://openalex.org/W2085187045","https://openalex.org/W2103234330","https://openalex.org/W2107829689","https://openalex.org/W2109020490","https://openalex.org/W2109476230","https://openalex.org/W2115362562","https://openalex.org/W2117503214","https://openalex.org/W2160479292","https://openalex.org/W2167954666","https://openalex.org/W2315188579","https://openalex.org/W2318012210","https://openalex.org/W2318345172","https://openalex.org/W2327707012","https://openalex.org/W2334317552","https://openalex.org/W2764479236","https://openalex.org/W4240020347","https://openalex.org/W4412071124","https://openalex.org/W4412086003","https://openalex.org/W4412131411","https://openalex.org/W4412428938","https://openalex.org/W6684550532"],"related_works":["https://openalex.org/W2802348800","https://openalex.org/W1010345450","https://openalex.org/W3198436800","https://openalex.org/W3082487194","https://openalex.org/W2017480815","https://openalex.org/W2061286626","https://openalex.org/W2768974395","https://openalex.org/W2032679719","https://openalex.org/W7217553210","https://openalex.org/W2029510443"],"abstract_inverted_index":{"The":[0,19,40,98],"authors":[1],"present":[2],"an":[3],"empirical":[4],"study":[5,99],"that":[6,22,57],"compares":[7],"advertising":[8,14],"for":[9,15,28,44,62,72,88,94],"a":[10,16,53],"weak":[11,30,64,90],"brand":[12,23,31,59,65,77,91,107],"and":[13,25,52,70,79,92,111],"strong":[17,46,74,96],"brand.":[18,47,75,97],"results":[20],"indicate":[21],"attitude":[24,78],"purchase":[26,80],"intention":[27,81],"the":[29,38,45,63,67,73,85,89,95,104,112],"are":[32,82],"higher":[33,93],"when":[34],"subjects":[35],"cannot":[36],"recall":[37,60,110],"ad.":[39],"opposite":[41],"is":[42],"found":[43],"Comparisons":[48],"between":[49],"single-brand":[50],"ads":[51],"joint":[54,68,86,115],"ad":[55,69,87],"reveal":[56],"ad-evoked":[58],"increases":[61],"in":[66,84],"decreases":[71],"Furthermore,":[76],"lower":[83],"adds":[100],"new":[101],"insights":[102],"to":[103],"literature":[105,113],"on":[106,114],"exposure":[108],"without":[109],"advertising.":[116],"\u00a9":[117],"2005":[118],"Wiley":[119],"Periodicals,":[120],"Inc.":[121]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":6},{"year":2024,"cited_by_count":4},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":4},{"year":2021,"cited_by_count":3},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":3},{"year":2018,"cited_by_count":1},{"year":2017,"cited_by_count":4},{"year":2016,"cited_by_count":1},{"year":2015,"cited_by_count":2},{"year":2014,"cited_by_count":1},{"year":2013,"cited_by_count":4},{"year":2012,"cited_by_count":1}],"updated_date":"2026-10-30T12:39:25.321706","created_date":"2016-06-24T00:00:00"}