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 doi: 10.1108/10610420610668612

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Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/22817
Identification Number/DOI	10.1108/10610420610668612
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Publisher	Emerald
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