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 –...

Socialisation by children is seen as taking place within a socio‐cultural environment where family patterns of communication play a pivotal role. The socio‐ and concept‐orientation are two predominant parental communication styles that are likely to affect the perceived influence that...