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Communication Dans Un Congrès Année : 2019

Consumer reactions to olfactory congruence with brand image

Résumé

Store managers tend to select odors based upon their pleasing nature without taking into account the notion of congruence between the odor and the brand image. Studies have explored the effects of odors, but little attention has been paid to olfactory congruence, and even less to olfactory congruence with the brand image. This study investigates the impact of olfactory congruence with the brand image upon consumers. The results show the positive effect of olfactory congruence upon spending, attitude, pleasure, arousal, and perception of the store atmosphere. In the strong olfactory congruence condition being tested, these reactions are more positive than in the weak congruence and control conditions.
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Dates et versions

hal-04334353 , version 1 (10-12-2023)

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  • HAL Id : hal-04334353 , version 1

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Karim Errajaa, Bruno Daucé, Patrick Legoherel. Consumer reactions to olfactory congruence with brand image. European Marketing Academy (EMAC), 2019, HAMBURG, Germany. ⟨hal-04334353⟩
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