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

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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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