We develop a theory of collective brand reputation for markets in which product quality is jointly determined by local … yields a theory of optimal brand size and revenue sharing that applies to platform markets, franchising, licensing, umbrella …

consumer surplus. We relate our findings to competition cases in digital markets. …

We analyze platform competition where user data is collected to improve adtargeting. Considering that users incur … overall competition is weak or if targeting benefits are low, too much private data is collected, and vice-versa. Further, we … find that softer competition on either market side leads to more data collection, which implies substitutability between …