Consumer reactions to olfactory congruence with brand image

Karim Errajaa, Daucé, Bruno and Legohérel, Patrick

Journal of Retailing and Consumer Services, 2020, vol. 52, issue C

Abstract: 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.

Keywords: Odor; Congruence between odor and brand image; Olfactory marketing; Consumer reactions; Experiment; Ready-to-wear sector (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:52:y:2020:i:c:s0969698918310452

DOI: 10.1016/j.jretconser.2019.101898

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