Key points are not available for this paper at this time.
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
Simonin et al. (Sun,) studied this question.