Some firms that operate in multiple product markets use the same brand in different markets, while others use distinct brands. This research investigates for which product markets a firm should use the same or different brands, and how this decision depends on the relatedness between product...

We study a model of reputation with two long-lived firms that sell their products under a collective brand or under two different individual brands. Firms face a moral hazard problem because their quality investments are not observed. Investments can only be sustained due to reputational...

The advancements in targeting technology have allowed firms to engage in more precise targeting based on several distinct aspects of customer preferences. Exposed to more targeted ads, consumers are becoming increasingly aware of being targeted and respond accordingly. In this paper, we provide...

We study a model of collective reputation and use it to analyze the benefit of collective brands. Consumers form beliefs about the quality of an experience good that is produced by one firm that is part of a collective brand. Consumers' limited ability to distinguish among firms in the...