{"id":"https://openalex.org/W216788965","doi":null,"title":"Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: An Experimental Study of Initial Branding Advantage","display_name":"Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: An Experimental Study of Initial Branding Advantage","publication_year":2007,"publication_date":"2007-01-01","ids":{"openalex":"https://openalex.org/W216788965","mag":"216788965"},"language":"en","primary_location":{"id":"mag:216788965","doi":null,"is_oa":false,"landing_page_url":"https://www.instituteforpr.org/wp-content/uploads/Michaelson_Stacks.pdf","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null},"volume":null,"type":"article","indexed_in":[],"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/A5025687417","display_name":"David Michaelson","orcid":"https://orcid.org/0000-0002-9260-9301","observed_orcids":["https://orcid.org/0000-0002-9260-9301"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"David Michaelson","raw_affiliation_strings":[],"raw_orcid":"https://orcid.org/0000-0002-9260-9301","affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5025687417"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":7.0839,"has_fulltext":false,"cited_by_count":15,"citation_normalized_percentile":{"value":0.95948848,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9442999958992004,"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":0.9442999958992004,"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/T11121","display_name":"Public Relations and Crisis Communication","score":0.0215000007301569,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"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":0.014100000262260437,"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/advertising","display_name":"advertising","score":0.5339999794960022},{"id":"https://openalex.org/keywords/public-relations","display_name":"public relations","score":0.9959999918937683},{"id":"https://openalex.org/keywords/branding-campaigns","display_name":"branding campaigns","score":0.4620000123977661},{"id":"https://openalex.org/keywords/brand-awareness","display_name":"brand awareness","score":0.460999995470047},{"id":"https://openalex.org/keywords/homophily","display_name":"homophily","score":0.6660000085830688},{"id":"https://openalex.org/keywords/product-similarity","display_name":"product similarity","score":0.5730000138282776},{"id":"https://openalex.org/keywords/purchase-decision","display_name":"purchase decision","score":0.7559999823570251},{"id":"https://openalex.org/keywords/product-knowledge","display_name":"product knowledge","score":0.8529999852180481}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.724778413772583},{"id":"https://openalex.org/C120101462","wikidata":"https://www.wikidata.org/wiki/Q518105","display_name":"Comparative advertising","level":2,"score":0.5848448276519775},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5467780828475952},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4766983687877655},{"id":"https://openalex.org/C124584101","wikidata":"https://www.wikidata.org/wiki/Q1053266","display_name":"Multiplier (economics)","level":2,"score":0.43051207065582275},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.3813118040561676},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.34790050983428955},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.33872172236442566},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.3176034092903137},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.31285059452056885},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.23136767745018005},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.12266087532043457},{"id":"https://openalex.org/C139719470","wikidata":"https://www.wikidata.org/wiki/Q39680","display_name":"Macroeconomics","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"mag:216788965","doi":null,"is_oa":false,"landing_page_url":"https://www.instituteforpr.org/wp-content/uploads/Michaelson_Stacks.pdf","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[{"display_name":"Peace, justice, and strong institutions","score":0.75,"id":"https://metadata.un.org/sdg/16"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":11,"referenced_works":["https://openalex.org/W1969861591","https://openalex.org/W1973009372","https://openalex.org/W2008542123","https://openalex.org/W2017867156","https://openalex.org/W2049047933","https://openalex.org/W2060207653","https://openalex.org/W2065628754","https://openalex.org/W2066723368","https://openalex.org/W2144708584","https://openalex.org/W2159306398","https://openalex.org/W2171340594"],"related_works":["https://openalex.org/W4399448894","https://openalex.org/W616282944","https://openalex.org/W2596834085","https://openalex.org/W6981328550","https://openalex.org/W2103214199","https://openalex.org/W2049047933","https://openalex.org/W2602011800","https://openalex.org/W2078757905","https://openalex.org/W1490313795","https://openalex.org/W2467161065"],"abstract_inverted_index":{"The":[0,97],"presence":[1],"or":[2],"absence":[3],"of":[4,44,124],"a":[5,22,26,42],"public":[6,57,67,79,103],"relations":[7,58,68,80,104],"multiplier":[8,23],"has":[9],"long":[10],"been":[11],"controversial.":[12],"This":[13],"study":[14],"sought":[15],"to":[16,70,87],"try":[17],"and":[18,33,56,66,115],"establish":[19],"if":[20,34],"such":[21],"exits":[24],"through":[25],"carefully":[27],"controlled":[28],"experiment":[29],"with":[30,77],"\u201creal\u201d":[31],"participants,":[32],"so,":[35],"what":[36],"its":[37],"magnitude":[38],"might":[39],"be":[40],"in":[41,93],"comparison":[43],"an":[45],"initial":[46],"branding":[47],"campaign.":[48],"Experimental\u2013control":[49],"group":[50,81,105],"analyses":[51],"indicated":[52],"that":[53,101,116],"the":[54,78,83,94,102],"advertising":[55,65,95],"manipulations":[59],"were":[60],"successful;":[61],"however,":[62],"comparisons":[63],"between":[64],"failed":[69],"find":[71,100],"but":[72,108],"one":[73],"significant":[74],"difference":[75],"\u2013":[76],"perceiving":[82],"product":[84,126],"more":[85],"similar":[86],"(homophilous":[88],"to)":[89],"them":[90],"than":[91],"those":[92],"group.":[96],"research":[98],"did":[99],"scored":[106],"consistently,":[107],"non-significantly":[109],"higher":[110,122],"on":[111,121],"almost":[112],"all":[113],"measures":[114],"their":[117],"decision-making":[118],"was":[119],"focused":[120],"levels":[123],"overall":[125],"knowledge.":[127]},"counts_by_year":[{"year":2018,"cited_by_count":1},{"year":2016,"cited_by_count":2},{"year":2015,"cited_by_count":2},{"year":2014,"cited_by_count":1},{"year":2013,"cited_by_count":3}],"updated_date":"2025-11-06T04:12:42.849631","created_date":"2016-06-24T00:00:00"}
