Scent marketing: linking the scent congruence with brand image

Purpose The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place. Design/methodology/approach Using a factorial design (i.e. scent congruent with the brand image, scent not congruent and control),...

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Bibliographic Details
Published in:International journal of contemporary hospitality management 2021-03, Vol.33 (2), p.402-427
Main Authors: Errajaa, Karim, Legohérel, Patrick, Daucé, Bruno, Bilgihan, Anil
Format: Article
Language:English
Subjects:
Brand identification
Brand image
Brand loyalty
Business administration
Competitive advantage
Consumer behavior
Consumers
Customer services
Emotions
Hospitality industry
Hotels & motels
Humanities and Social Sciences
Marketing
Purchase intention
Restaurants
Smell
Tourism
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