variety interval. Suppose one of the firms offers customization. Consumers familiar with the brand can easily transfer their … needs into appropriate characteristics of this brand. Consumers unfamiliar with the brand have difficulty in expressing …

-setting game with heterogeneous consumers and two firms that produce different brands. Some consumers prefer one brand, others … prefer the other brand. Consumers derive common value from their preferred brand, but they differ in how strongly they … dislike their less preferred brand. I consider the situation in which one firm can offer consumers the opportunity to pre …

The aim of this paper is to ascertain whether the existence of competition encourages a firm to proliferate its brand … which only one firm proliferates its brand in duopoly and the incentive is greater than the one in monopoly. The result … implies the possibility that the firm proliferates its brand in duopoly but never does it in monopoly. Also we show that …