References
Chu, Wujin, and Woosik Chu. 1994. “Signaling Quality by Selling Through a Reputable Retailer: An Example of Renting the Reputation of Another Agent.” Marketing Science 13 (2): 177–89. https://doi.org/10.1287/mksc.13.2.177.
Wernerfelt, Birger. 1988. “Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond.” The RAND Journal of Economics 19 (3): 458. https://doi.org/10.2307/2555667.