The effects of sensory fit on consumer evaluations of co-branding

While previous co-branding research sheds light on the effects of perceived fit between partner brands, the findings have been limited to only two types of perceived fit: product category and brand image fit. This research suggests the importance of sensory fit and examines how it affects evaluations of co-branding. Three experiments were conducted to reveal the effects of sensory fit on consumer evaluations of co-branding. The findings...