Collective Brand Reputation
研究了产品由本地和全球参与者共同决定质量的市场中，集体品牌声誉如何形成，并分析了最优品牌规模和收入分成，适用于平台、特许经营、伞形品牌等场景。
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 trade-off yields a theory of optimal brand size and revenue sharing that applies to platform markets, franchising, licensing, umbrella branding, and firms with team production.