Hit or Mislead
The article discusses secondary brand associations, which are links between brands and other entities that have preexisting perceived qualities or attributes for consumers. These entities include geographic regions, celebrity endorsers, sporting events, and other brands. The association's effectiveness is often determined by consumer knowledge of the entity, meaningfulness of consumer knowledge, transferability of knowledge to the brand, and the strength of the association. The author details the legalities of secondary brand associations.
Petty, Ross D. 2006. "Hit or Mislead." Marketing Management 15, no. 5: 44-48.