Work

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

Year: 2006

Type: article

Source: Journal of Product & Brand Management

DOI: 10.1108/10610420610668612

Authors: David O. James, Madge Lyman, Susan K. Foreman

Institution: Henley College

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2045987404

FWCI: 12.91

Cites: 55

Cited by: 38

Related to: 10