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            <title xml:lang="fr">Influence de l’atmosphère d’espace multi-services sur les réactions du consommateur : le rôle central de la congruence olfactive avec l’image de marque</title>
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                <title xml:lang="fr">Influence de l’atmosphère d’espace multi-services sur les réactions du consommateur : le rôle central de la congruence olfactive avec l’image de marque</title>
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                  <title>ASAC (Administrative Sciences Association of Canada) 2017 Conference</title>
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                <term xml:lang="en">odeur</term>
                <term xml:lang="en">image de marque</term>
                <term xml:lang="en">congruence olfactive</term>
                <term xml:lang="en">comportement du consommateur</term>
                <term xml:lang="en">ambiance</term>
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              <p>&lt;p&gt;Cet article examine l’influence de la congruence olfactive avec l’image de marque sur les réactions des consommateurs. Une collecte de données (N = 303) est menée dans l’espace de la marque multi-services AntiCafé selon un design à 3 conditions (odeur congruente avec l’image de marque vs. odeur non congruente vs. absence d’odeur). Les résultats montrent que plus l’odeur est jugée comme cohérente avec l’image de marque, plus les réactions des consommateurs envers [Bruno Dau1]&amp;nbsp;[k.errajaa2]&amp;nbsp;l’ambiance de l’espace sont favorables (intention de visite, perception de la qualité du produit, de service, satisfaction de la visite, attitude envers le lieu). Aucun effet de l’ambiance sur l’intention d’achat et le temps de visite n’est observé.&lt;/p&gt;</p>
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