Co-branding is defined as a marketing strategy in which “two brands are deliberately paired with one another in a marketing context such as in ads, products, products placements, and distribution outlets” (Grossman 1997, p. 191). Prior research suggests that the crucial key to the success of co-branding is perceived fit including both product category fit and brand image fit. The product category fit is the relevancy of product category between partner brands about co-branding product or brand. For example, “Apple” collaborated with “Nike” to make a smart watch for sports activates. The brand image fit is about how the images (such as luxury image, young and fun image) fit between the partner brands. Prior co-branding research shed light on the effects of perceived fit between co-branding partner brands. Nevertheless, the findings of prior research have been limited to the two types of perceived fit. This research introduced the new-type of perceived fit called “sensory fit” In the current study, the sensory fit is defined as the perceptual congruency between partner brands’ sensory factors such as color, shape, size, and so on. Still, the sensory fit in context of co-branding are yet to be fully investigated by academic research. To fill the gap in the literature, we designed two experimental studies to better understand how the sensory fit affects the evaluations of co-branding. In study 1, we manipulated the partner brands’ sensory attributes (i.e., pronunciation of brand name and shape of brand logo). The results showed that the sensory fit significantly influences consumers’ response to co-branding. That is, a significant interaction (sensory fit × product involvement) was observed, suggesting that participants showed more positive attitudes on the evaluation of co-branding in the low-involvement product (i.e., mug) condition. However, the same pattern was not observed in the high involvement product condition (i.e., laptop). In Study 2, we replicated the findings of Study 1 and used letter style of brand name to manipulated the sensory fit. Findings showed a significant main effect of sensory fit again. Interestingly, the sensory fit was found in the high-involvement and hedonic products condition only. In sum, our findings suggest that the sensory fit should be considered as it predicts the success of co-branding strategy.

Microbiological and sensory evaluations of refi-igerated chicken (average weight of 500g) legs treated with acetic acid (AA), lactic acid (LA), or citric acid (CA) during between June and August, 1998 were assessed. Chicken legs were immersed in solutions containing 1 % individual acids for 10 min. Chicken legs treated with AA for 10 min during storage of 16 days at 4℃ had a significantly (P$lt;0.05) lower levels of aerobic plate counts (APC) and gram-negative bacterial counts (APC) compared to those of LA or CA. AA had greater antimicrobial activity than LA or CA. Microbiological shelf-life of refrigerated chicken legs treated with AA increased eightadditional days compared to the controls. Sensory scores of chicken legs treated with acidulant were in the $quot;liked less$quot; to typical category during storage of 12 days at 4℃.

콩나물의 색과 향에 변화를 주었을 때의 기호도 변화 양상을 조사하였다. 분홍색의 경우 72%, 빨간색의 경우 60%, 녹색의 경우는 44%가 나쁨 또는 아주 나쁨의 부정적인 반응을 나타내었다. 그러나 노란색의 경우 약 55%가 좋음 또는 아주 좋음으로 나타나 색소 처리 콩나물중 유일하게 긍정적인 반응이 높게 나타났다. 그러나 향 첨가의 경우 땅콩향을 첨가한 콩나물에서 80%, 메론향에서 76%가 좋음 또는 아주 좋음에 응답하였으며, 나쁨 또는 아주 나쁨에 응답한 경우는 20%에 불과한 것으로 나타났다. 색소의 첨가 결과와는 상이한 반응을 나타내었다.