Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes
研究了品牌联盟中消费者对合作品牌的评价如何相互影响，即溢出效应，对品牌经理和营销学者有参考价值。
Bernard L. Simonin, Julie A. Ruth, Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes, Journal of Marketing Research, Vol. 35, No. 1 (Feb., 1998), pp. 30-42