{"id":"https://openalex.org/W2059645117","doi":"https://doi.org/10.1057/palgrave.jt.5740098","title":"The effect of advertising on the market value of firms: Empirical evidence from the Super Bowl ads","display_name":"The effect of advertising on the market value of firms: Empirical evidence from the Super Bowl ads","publication_year":2003,"publication_date":"2003-07-01","ids":{"openalex":"https://openalex.org/W2059645117","doi":"https://doi.org/10.1057/palgrave.jt.5740098","mag":"2059645117"},"language":"en","primary_location":{"id":"doi:10.1057/palgrave.jt.5740098","doi":"https://doi.org/10.1057/palgrave.jt.5740098","is_oa":true,"landing_page_url":"https://doi.org/10.1057/palgrave.jt.5740098","pdf_url":"https://link.springer.com/content/pdf/10.1057/palgrave.jt.5740098.pdf","source":{"id":"https://openalex.org/S97595773","display_name":"Journal of Targeting Measurement and Analysis for Marketing","issn_l":"0967-3237","issn":["0967-3237","1479-1862"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core","jufo-1"],"host_organization":"https://openalex.org/P4310319703","host_organization_name":"Palgrave Macmillan","host_organization_lineage":["https://openalex.org/P4310319703","https://openalex.org/P4310319965"],"host_organization_lineage_names":["Palgrave Macmillan","Springer Nature"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Targeting, Measurement and Analysis for Marketing","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"bronze","oa_url":"https://link.springer.com/content/pdf/10.1057/palgrave.jt.5740098.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5100447370","display_name":"Jooyoung Kim","orcid":"https://orcid.org/0000-0002-0526-6559","observed_orcids":["https://orcid.org/0000-0002-0526-6559","https://orcid.org/0000-0002-8755-1918"]},"institutions":[{"id":"https://openalex.org/I173911158","display_name":"Iowa State University","ror":"https://ror.org/04rswrd78","country_code":"US","type":"education","lineage":["https://openalex.org/I173911158"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Jooyoung Kim","raw_affiliation_strings":["Greenlea School of Journalism and Communications, Hamilton Hall, Iowa State University, Ames, 50011, IA, USA","Greenlea School of Journalism and Communications, Hamilton Hall, Iowa State University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Greenlea School of Journalism and Communications, Hamilton Hall, Iowa State University, Ames, 50011, IA, USA","institution_ids":["https://openalex.org/I173911158"]},{"raw_affiliation_string":"Greenlea School of Journalism and Communications, Hamilton Hall, Iowa State University","institution_ids":["https://openalex.org/I173911158"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5082097202","display_name":"Jon D. Morris","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I173911158","display_name":"Iowa State University","ror":"https://ror.org/04rswrd78","country_code":"US","type":"education","lineage":["https://openalex.org/I173911158"]},{"id":"https://openalex.org/I33213144","display_name":"University of Florida","ror":"https://ror.org/02y3ad647","country_code":"US","type":"education","lineage":["https://openalex.org/I33213144"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Jon D Morris","raw_affiliation_strings":["Greenlea School of Journalism and Communications, Hamilton Hall, Iowa State University, Ames, 50011, IA, USA","College of Journalism and Communications, University of Florida, began"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Greenlea School of Journalism and Communications, Hamilton Hall, Iowa State University, Ames, 50011, IA, USA","institution_ids":["https://openalex.org/I173911158"]},{"raw_affiliation_string":"College of Journalism and Communications, University of Florida, began","institution_ids":["https://openalex.org/I33213144"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5100447370"],"corresponding_institution_ids":["https://openalex.org/I173911158"],"apc_list":null,"apc_paid":null,"fwci":3.9778,"has_fulltext":true,"cited_by_count":54,"citation_normalized_percentile":{"value":0.94311857,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":98},"biblio":{"volume":"12","issue":"1","first_page":"53","last_page":"65"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5932999849319458,"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":0.5932999849319458,"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/T10047","display_name":"Financial Markets and Investment Strategies","score":0.20499999821186066,"subfield":{"id":"https://openalex.org/subfields/2003","display_name":"Finance"},"field":{"id":"https://openalex.org/fields/20","display_name":"Economics, Econometrics and Finance"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10019","display_name":"Corporate Finance and Governance","score":0.06469999998807907,"subfield":{"id":"https://openalex.org/subfields/1402","display_name":"Accounting"},"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/advertising","display_name":"advertising","score":0.6100000143051147},{"id":"https://openalex.org/keywords/super-bowl-advertising","display_name":"Super Bowl advertising","score":0.6710000038146973},{"id":"https://openalex.org/keywords/stock-performance","display_name":"stock performance","score":0.8299999833106995},{"id":"https://openalex.org/keywords/firm-value","display_name":"firm value","score":0.7379999756813049},{"id":"https://openalex.org/keywords/investor-perception","display_name":"investor perception","score":0.7820000052452087},{"id":"https://openalex.org/keywords/stakeholder-communication","display_name":"stakeholder communication","score":0.6840000152587891},{"id":"https://openalex.org/keywords/integrated-marketing-communication","display_name":"integrated marketing communication","score":0.9120000004768372}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6758937239646912},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6360105276107788},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5908400416374207},{"id":"https://openalex.org/C2988984586","wikidata":"https://www.wikidata.org/wiki/Q1020013","display_name":"Stock price","level":3,"score":0.567664623260498},{"id":"https://openalex.org/C204036174","wikidata":"https://www.wikidata.org/wiki/Q909380","display_name":"Stock (firearms)","level":2,"score":0.5586816072463989},{"id":"https://openalex.org/C198531522","wikidata":"https://www.wikidata.org/wiki/Q485146","display_name":"Sample (material)","level":2,"score":0.5491528511047363},{"id":"https://openalex.org/C201305675","wikidata":"https://www.wikidata.org/wiki/Q852998","display_name":"Stakeholder","level":2,"score":0.5441589951515198},{"id":"https://openalex.org/C12958728","wikidata":"https://www.wikidata.org/wiki/Q1002530","display_name":"Event study","level":3,"score":0.5287069082260132},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.5132405757904053},{"id":"https://openalex.org/C166052673","wikidata":"https://www.wikidata.org/wiki/Q83021","display_name":"Empirical evidence","level":2,"score":0.47161605954170227},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.4664221405982971},{"id":"https://openalex.org/C120936955","wikidata":"https://www.wikidata.org/wiki/Q2155640","display_name":"Empirical research","level":2,"score":0.4395323693752289},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.17403021454811096},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.07173097133636475},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.06323260068893433},{"id":"https://openalex.org/C143724316","wikidata":"https://www.wikidata.org/wiki/Q312468","display_name":"Series (stratigraphy)","level":2,"score":0.0},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.0},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C43617362","wikidata":"https://www.wikidata.org/wiki/Q170050","display_name":"Chromatography","level":1,"score":0.0},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C111472728","wikidata":"https://www.wikidata.org/wiki/Q9471","display_name":"Epistemology","level":1,"score":0.0},{"id":"https://openalex.org/C185592680","wikidata":"https://www.wikidata.org/wiki/Q2329","display_name":"Chemistry","level":0,"score":0.0},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C78519656","wikidata":"https://www.wikidata.org/wiki/Q101333","display_name":"Mechanical engineering","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1057/palgrave.jt.5740098","doi":"https://doi.org/10.1057/palgrave.jt.5740098","is_oa":true,"landing_page_url":"https://doi.org/10.1057/palgrave.jt.5740098","pdf_url":"https://link.springer.com/content/pdf/10.1057/palgrave.jt.5740098.pdf","source":{"id":"https://openalex.org/S97595773","display_name":"Journal of Targeting Measurement and Analysis for Marketing","issn_l":"0967-3237","issn":["0967-3237","1479-1862"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core","jufo-1"],"host_organization":"https://openalex.org/P4310319703","host_organization_name":"Palgrave Macmillan","host_organization_lineage":["https://openalex.org/P4310319703","https://openalex.org/P4310319965"],"host_organization_lineage_names":["Palgrave Macmillan","Springer Nature"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Targeting, Measurement and Analysis for Marketing","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.1057/palgrave.jt.5740098","doi":"https://doi.org/10.1057/palgrave.jt.5740098","is_oa":true,"landing_page_url":"https://doi.org/10.1057/palgrave.jt.5740098","pdf_url":"https://link.springer.com/content/pdf/10.1057/palgrave.jt.5740098.pdf","source":{"id":"https://openalex.org/S97595773","display_name":"Journal of Targeting Measurement and Analysis for Marketing","issn_l":"0967-3237","issn":["0967-3237","1479-1862"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core","jufo-1"],"host_organization":"https://openalex.org/P4310319703","host_organization_name":"Palgrave Macmillan","host_organization_lineage":["https://openalex.org/P4310319703","https://openalex.org/P4310319965"],"host_organization_lineage_names":["Palgrave Macmillan","Springer Nature"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Targeting, Measurement and Analysis for Marketing","raw_type":"journal-article"},"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2059645117.pdf","grobid_xml":"https://content.openalex.org/works/W2059645117.grobid-xml"},"referenced_works_count":32,"referenced_works":["https://openalex.org/W34666602","https://openalex.org/W143110119","https://openalex.org/W431896068","https://openalex.org/W620882401","https://openalex.org/W1528281574","https://openalex.org/W1558063454","https://openalex.org/W1791522095","https://openalex.org/W1987733032","https://openalex.org/W2034774808","https://openalex.org/W2051167783","https://openalex.org/W2056566065","https://openalex.org/W2062904349","https://openalex.org/W2081227582","https://openalex.org/W2085782292","https://openalex.org/W2085923818","https://openalex.org/W2101718392","https://openalex.org/W2142505346","https://openalex.org/W2167444648","https://openalex.org/W2315545789","https://openalex.org/W2320102755","https://openalex.org/W2418704988","https://openalex.org/W2790469455","https://openalex.org/W2905891606","https://openalex.org/W2991855013","https://openalex.org/W3124247414","https://openalex.org/W4254267043","https://openalex.org/W4388152401","https://openalex.org/W4412427893","https://openalex.org/W4412433790","https://openalex.org/W6601409677","https://openalex.org/W6631472026","https://openalex.org/W6788531862"],"related_works":["https://openalex.org/W2170963680","https://openalex.org/W2182527095","https://openalex.org/W2157232636","https://openalex.org/W2174271237","https://openalex.org/W7135895721","https://openalex.org/W2028075569","https://openalex.org/W2749965230","https://openalex.org/W2759738496","https://openalex.org/W2104657025","https://openalex.org/W3205758794"],"abstract_inverted_index":null,"counts_by_year":[{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":4},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":2},{"year":2021,"cited_by_count":3},{"year":2020,"cited_by_count":2},{"year":2018,"cited_by_count":2},{"year":2017,"cited_by_count":3},{"year":2016,"cited_by_count":3},{"year":2014,"cited_by_count":3},{"year":2013,"cited_by_count":6},{"year":2012,"cited_by_count":2}],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2016-06-24T00:00:00"}