Don't know how this would affect someone growing up in Norway, but in America the Winchester m94 and Marlin leverguns were imprinted on young peoples' minds as the rifle/carbine of the American West, the the traditional American hunting/fighting tool--a fundamental American symbol with everybody whether they shoot or not. In fact that's one advantage of these rifles--that they may be the only gun that non-shooting people tend to have a warm feeling for and don't get as nervous around like they would with a long black FAL.
My recollection from Western films and TV is that the leverguns I was seeing were always Winchesters, and the Rifleman's (TV show) rifle was always specifically referred to as a Winchester (model 92?). So I think the Winchesters are more familiar as the western rifle even though Marlin leverguns are just as old and (I'm told) just as widely used on the frontier.
I mention this only because I think the choice of m94 and Marlins leverguns is made partly on familiarity and tradition and appreciation for an icon (not that they aren't also reliable, compact, effective, excellent rifles too). So, often people prefer Winchester vs. Marlin based on the familiar little details. For example, the little tab on the rear of the Marlin lever looks wrong to me and the lever is too square. The Marlin lever hinge bolt is in the tab that extends from the receiver which also looks wong. Also, the barrel extends an inch further than the magazine tube which also looks wrong.
These are the kind of things that, for me, made Marlin look wrong compared to the Winchester when I was younger (and my pre-64 m94 seem exactly right). Since then I've learned to appreciate the excellence of the Marlin leverguns, and now I like the Marlin details. My next purchase will be a short barrelled Marlin .45/70 Guide Gun, which I expect to carry instead of my .30-30 in almost every situation (even though the .30-30 works every time too).
I realize the look and fit details I've mentioned are superficial and a serious shooter shouldn't make a decision based on them--but these lever guns are veritable icons and their details mean a lot to people, and those details may often be the reason for choosing one or the other.
A less superficial detail:
The older m94s eject straight up which was never scope friendly and the fact that people mounted scopes to angled to the side on m94s shows just how much they valued the Winchesters. The Marlins have always had a side ejection port and tapped receiver screws on top and have always been more scope friendly--even considering Winchester's later angle/side eject that still ejects from the top.