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Does the tail wag the dog? Brand personality in brand alliance evaluation

James, D., Lyman, M. and Foreman, S. (2006) Does the tail wag the dog? Brand personality in brand alliance evaluation. Journal of Product & Brand Management, 15 (3). pp. 173-183. ISSN 1061-0421

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To link to this article DOI: 10.1108/10610420610668612


Item Type:Article
Refereed:Yes
Divisions:Henley Business School > Marketing and Reputation
ID Code:22817
Publisher:Emerald

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