登入選單

返回Google圖書搜尋

Collective Brand Reputation

Volker NockeRoland Strausz

出版	Collaborative Research Center Transregio 190, 2022
URL	http://books.google.com.hk/books?id=XiEyzwEACAAJ&hl=&source=gbs_api

註釋

We develop a theory of collective brand reputation for markets in which product quality is jointly determined by local and global players. In a repeated game of imperfect public monitoring, we model collective branding as an aggregation of quality signals generated in different markets. Such aggregation yields a beneficial informativeness effect for incentivizing the global player. It however also induces harmful free-riding by local, market-specific players. The resulting tradeoff yields a theory of optimal brand size and revenue sharing that applies to platform markets, franchising, licensing, umbrella branding, and firms with team production.