Quand le logo olfactif reflète les valeurs de la marque: une application dans le secteur des services

Julien Grobert and Charlotte Massa
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Julien Grobert: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Charlotte Massa: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: When the olfactory logo reflects brand values: An application to services industry Creating its own scent identity should enable a service company to reinforce its brand identity and deliver a speci- fic atmosphere at its point of sale. This in situ research aims to formalize a specific method to create an olfactory logo in a service context. After presenting the existing techniques, an iterative process comprising six stages and different types of measurement (qualitative and quantitative) is implemented, leading to an olfactory signature congruent with the values of a firm and its point of sale. Limitations and further research are finally discussed.

Keywords: scent marketing; congruency; service; values; marketing olfactif; congruence; valeurs (search for similar items in EconPapers)
Date: 2019-04-05
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Published in Décisions Marketing, 2019, 93, pp.71-92. ⟨10.7193/DM.093.71.92⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02307810

DOI: 10.7193/DM.093.71.92

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