The literature in psychology and behavioral economics offers abundant instances of anomalies to the rational choice paradigm. One of the most prominent works attempting to reconcile these is Kahneman and Tversky’s Prospect Theory. Its well-known S-shaped value function accounts for some...

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...