In this paper, an interesting paradox is demonstrated – when consumers pay a great deal of attention to product and price information in an advertisement, they are likely to find themselves lacking the cognitive resources required to use that information in making a discerning assessment of...

Purpose – This paper seeks to establish the importance of studying the effects of licensing brand alliances from a customer's standpoint, to investigate the effectiveness of licensing as a strategy by comparing it with a brand extension of a well‐known parent brand, and to provide a...