Caruana, Albert; Pitt, Leyland F.; Berthon, Pierre; … - In: European Journal of Marketing 43 (2009) 11/12, pp. 1365-1377
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 –...