Consumer reactions to olfactory congruence with brand image

Karim Errajaa (), Bruno Daucé () and Patrick Legoherel ()
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Karim Errajaa: 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
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

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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.

Date: 2020-01
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Citations: View citations in EconPapers (8)

Published in Journal of retailing and consumer services, 2020, 52, pp.101898. ⟨10.1016/j.jretconser.2019.101898⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02395979

DOI: 10.1016/j.jretconser.2019.101898

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