Companies with positive reputations benefit from a “halo effect”. However, when a company is proven guilty of a transgression, companies with good reputations are punished more severely than companies with weaker reputations when the evidence of their wrong doing is stacked against them.

——布雷登?金（Brayden King, 美國西北大學(xué)凱洛格管理學(xué)院副教授）