Differentiation and silver medal winner effects
Volume: 43, Issue: 11/12, Pages: 1365 - 1377
Published: Nov 13, 2009
Abstract
Purpose The aim of this paper is to consider business schools and to elicit whether, in seeking differentiation, rankings are more desirable than brand personality and whether silver medal winner effects exist in the perceptions of brand personalities. Design/methodology/approach Literature on reputation, identity, differentiation, brand personality and its measurement is reviewed. In seeking to determine the role of rankings and the presence of...
Paper Details
Title
Differentiation and silver medal winner effects
Published Date
Nov 13, 2009
Volume
43
Issue
11/12
Pages
1365 - 1377
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