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Trademark Sales, Entry, And The Value Of Reputation

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  • Howard P. Marvel
  • Lixin Ye

Abstract

We develop an infinite-horizon, overlapping-generations model of reputation in which consumers base willingness to pay for agent services on past performance summarized by a trademark. We show that when trademarks can be sold, successful firms capture the full value of their reputations upon sale but receive smaller premia for good performance while active as service providers. With discounting, all agents are worse off with trademark trade. Taking entry cost into account, we show that trademark trade typically reduces entry. When entry costs are high, welfare is increased by prohibiting such trade. Copyright ©2008 by the Economics Department Of The University Of Pennsylvania And Osaka University Institute Of Social And Economic Research Association.

Suggested Citation

  • Howard P. Marvel & Lixin Ye, 2008. "Trademark Sales, Entry, And The Value Of Reputation," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 49(2), pages 547-576, May.
    • Handle: RePEc:ier:iecrev:v:49:y:2008:i:2:p:547-576
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    Cited by:

    1. Hongbin Cai & Ichiro Obara, 2009. "Firm reputation and horizontal integration," RAND Journal of Economics, RAND Corporation, vol. 40(2), pages 340-363, June.
    2. Joyee Deb, 2012. "Observability and Sorting in a Market for Names," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 21(2), pages 301-338, June.
    3. Chen, Yong & Mak, Barry & Li, Zhou, 2013. "Quality deterioration in package tours: The interplay of asymmetric information and reputation," Tourism Management, Elsevier, vol. 38(C), pages 43-54.
    4. Ichiro Obara, 2004. "Firm Reputation and Horizontal Integration (with H. Cai)," UCLA Economics Online Papers 318, UCLA Department of Economics.

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