Extant research on hedonic goods has largely assumed that consumers justify consumption before consuming. However, in everyday life, consumers often justify hedonic consumption after consuming. For instance, a dieter may exercise in the few days after eating a luxurious chocolate cake. In three...

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...