Consumer reactions to olfactory congruence with brand image

Errajaa, Karim; Daucé, Bruno; Legohérel, Patrick

doi:10.1016/j.jretconser.2019.101898

Cited by 31 publications

(33 citation statements)

References 55 publications

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“…In addition to influencing Brand Image, this research also succeeded in proving that Word of Mouth also has a significant influence on Purchase Decision. The findings of the influence of Word of Mouth on Purchase Decisions are relevant to research results from Errajaa et al (2020); Huang & Liu (2018); Ryu et al (2019); Song et al (2019) and Zameer et al (2019). This finding is also relevant to the view that consistency and a good impression of marketing communication activities can encourage visitors to make purchasing decisions on the services offered.…”

Section: Results and Discussion Measurement Model Evaluationsmentioning

confidence: 71%

“…In shaping brand image, this research evaluated the role of price, quality of service, and word of mouth toward purchase decisions mediated by brand image (Errajaa et al, 2020;Ryu et al, 2019;Song et al, 2019). It was based on different opinions regarding the results of previous studies on the influence of brand image on consumer purchasing decisions (Zameer et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Brand image among the purchase decision determinants

Fianto¹

2020

Indonesian Journal of Communications Studies

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The purpose of this research was to measure the effect of word of mouth, perceived price, and service quality toward brand image and purchase decision. This research also aimed to measure the mediating effect of Brand Image toward the relationship between word of mouth, perceive price, and service quality with the purchase decision. This study used a survey technique that utilised questionnaires as research instruments for 200 respondents who have visited Surabaya hotels as well as Partial Least Square (PLS) data analysis techniques. The findings in this research proved that Word of Mouth, Perceived Price, and Service Quality have a significant positive effect on Brand Image and Purchase Decision. This research also revealed that brand image also has an intervening effect in the relationship of Word of Mouth, Perceived Price, and Service Quality with Purchase Decision.

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Section: Results and Discussion Measurement Model Evaluationsmentioning

confidence: 71%

Section: Introductionmentioning

confidence: 99%

Brand image among the purchase decision determinants

Fianto¹

2020

Indonesian Journal of Communications Studies

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“…El Marketing Olfativo es una rama del Marketing Sensorial, que utiliza el sentido del olfato y los aromas para generar experiencias e influir en el comportamiento del consumidor (Errajaa et al, 2020). Dentro del Marketing Sensorial, se trata de una herramienta poco estudiada pues a diferencia de otros sentidos donde los estímulos son medibles a través de elementos como la composición espectral del sonido o la longitud de la onda óptica, el aroma carece de una manera objetiva de medición, en cierta parte por la ausencia de una clasificación estándar de los olores o por la dificultad de medir la intensidad de los aromas (Manzano et al, 2011).…”

Section: El Marketing Olfativounclassified

Marketing Experiencial, Sensorial y Olfativo: Una revisión de la literatura

Medina¹,

Riesco²,

Tejero³

2021

ADR

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Period of the publications reviewed: Those publications that, between 1973 and 2020, under a scientific and empirical basis, advocate the business trend based on the generation of unique experiences through a sensory signature are analysed.Origin and types of documents reviewed: Articles published in scientific journals, obtained from the database 'Web of Science,' are used. Authors' contributions to the publications analysed:The review carried out shows that, despite a wide variety of articles on Experiential and Sensory Marketing, there is a certain time gap in the publications, as the date of these is prior to 2010. With regard to Olfactory Marketing, the importance of smell within Sensory Marketing is endorsed, and the use of the odotype as a tool to improve a company's brand identity is considered. Conclusions on the lines of research studied:The spectrum covered by Experiential Marketing proposes a wide margin of action both in brand positioning and consumer moments of truth, as well as in the practices carried out in commercial spaces. In this respect, the five senses play a fundamental role. However, it is worth highlighting an evident «gap» in the research literature about the direct application of Olfactory Marketing and the odotype to the techniques of promotion and brand recognition of today.

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“…Some authors consider that there is a semantic connection between the scent and the field, the product or the other element the scent is in nexus with (Bosmans, 2006), this connection could be perceived as a kind of congruence between elements. Other authors are speaking about two theories of congruence (Errajaa et al, 2020): the theory of cognitive balance and the theory of processing fluency. The first theory posits that people try to find an equilibrium between two concepts or elements they are observing, there is a kind of "mental" balance to find.…”

Section: Literature Reviewmentioning

confidence: 99%

Effect of congruent scent diffusion on individual creative fluidity: Mental imagery instruction and iconic stimulus as possible moderators

2021

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This research explores the joint role of a diffusion of a scent congruent with the proposed product and two types of stimulation (instruction to imagine mentally and iconic stimulus) in order to improve the resulting individual creativity (in terms of fluidity or quantity of ideas generated).Through two experiments performed on 126 and 442 respondents, respectively, our results highlight the following: (1) The direct and positive effect of a diffusion of a scent congruent with the proposed product on the number of ideas generated. We find no support of mental imagery formation simplicity as a mediator of this relation; (2) The use of a mental imagery instruction reinforces the impact of a congruent scent on the number of ideas generated, whereas a pictorial stimulus does not play a moderating role in the relationship. The two types of stimuli therefore do not produce the same effects. The implications and managerial perspectives, limits and avenues for future research are further discussed.

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Consumer reactions to olfactory congruence with brand image

Cited by 31 publications

References 55 publications

Brand image among the purchase decision determinants

Brand image among the purchase decision determinants

Marketing Experiencial, Sensorial y Olfativo: Una revisión de la literatura

Effect of congruent scent diffusion on individual creative fluidity: Mental imagery instruction and iconic stimulus as possible moderators

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