Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image

Karim Errajaa (), Patrick Legoherel () and Bruno Daucé ()
Additional contact information
Karim Errajaa: PSB - Paris School of Business - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université, GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Patrick Legoherel: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Bruno Daucé: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage, IAE Angers - Institut d'Administration des Entreprises (IAE) - Angers - UA - Université d'Angers

Post-Print from HAL

Abstract: This research project contributes to the literature by investigating olfactory congruence to understand why the perceived consistency between odors and brand image may induce consumers to approach (or avoid) spaces and products. The results of this study will be useful for managers, who strive to create an olfactory ambiance consistent with the brand image they want to convey to their target market. Our contribution is to show that olfactory congruence with branding helps to improve the consumer immersion experience (i.e., the intense state of activity experienced by the consumer when fully accessing the experience (Fornerino et al., 2006)) in the sales space. Finally, the originality of the experimental store (brand specializing in the provision of multiservice spaces) and the cultural context (French target consumers of the AntiCafé brand) studied here differentiate the present research from previous works. From this point of view, this research is complementary to previous studies. The remainder of the article is divided into three parts: part 1 discusses the theoretical framework and hypotheses, part 2 describes the methodology, and finally part considers the results and implications of the study.

Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (5)

Published in Journal of retailing and consumer services, 2018, 40, pp.100-108. ⟨10.1016/j.jretconser.2017.08.016⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01660956

DOI: 10.1016/j.jretconser.2017.08.016

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().