Answers are grounded in this paper and cite their sources.
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
No takes yet. Share an insight, caveat, or question.
Simonin et al. (1998) studied this question.
Synapse has enriched 5 related papers. Consider them for comparative context: