Does the tail wag the dog? Brand personality in brand alliance evaluationJames, 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 Full text not archived in this repository. It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing. To link to this item DOI: 10.1108/10610420610668612
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