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| Author: | Caruana, A. (et al.) |
| Title: | Differentiation and silver medal winner effects |
| Journal: | European Journal of Marketing
2009 : VOL. 43:11/12, p. 1365-1377 |
| Index terms: | brands customers consumer behaviour quality product differentiation |
| Freeterms: | brand identity customer satisfaction |
| Language: | eng |
| Abstract: | The purpose of this article is to examine in business school context whether rankings are more desirable than brand personality and whether silver medal winner effects exist in the perceptions of brand personalities. The results emphasize the significance of a distinctive differentiation positioning. Reputation reflected in published rankings is able to provide counterfactuals that can influence consumer emotions and aid in the brand preference establishment. It is also found that silver medal winner effects play an important role. These findings highlight the point that high ranks are not enough. More important is to be perceived different, as the results show that brand personality is more closely linked to customers' preferences than reputation. |
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