Scent marketing: linking the scent congruence with brand image

Abstract

Purpose The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place. Design/methodology/approach Using a factorial design (i.e. scent congruent with the brand image, scent not congruent and control), an experiment was conducted in a multi-service and hospitality space welcoming both local consumers and tourists (N = 303). Findings The findings show that when the scent is perceived as congruent with the brand image, reactions in the store are more favourable. It is not enough to use a scent that “smells good” or that is congruent with other factors (e.g. sensory environment); the scent must be perceived by consumers as consistent with the brand image. Findings also reveal that the diffusion of a scent congruent with the brand image improves guest satisfaction, intention to revisit and perceptions of the product and service. Research limitations/implications The limitations are both the emphasis on direct links and the focus on a French brand (café/co-working space franchise). It would be appropriate to extend the research to other contexts. Practical implications The findings show how important it is for hospitality organisations to use scents to generate a positive impact on their guests. Hotel, restaurant and café managers wishing to enhance customer reactions through the creation of an olfactory atmosphere should take scent congruence with the brand image into consideration. Originality/value The study of the effects of the atmosphere on consumer behaviour as a function of olfactory congruence with the brand image uses in-situ experimentation (café/co-working and food and beverage area).

Use of Consumer Neuroscience in the Choice of Aromatisation as Part of the Shopping Atmosphere and a Way to Increase Sales Volume

“…Fragrance-based marketing can create a comparative advantage for a particular business if implemented correctly [17]. It is not enough to use a fragrance that "smells well"; the smell must also be consistent with other factors (e.g., sensory environment) [18]. The consequence of marketing is that fragrances used in retail stores or other venues [19] can not only create pleasure, but they also support specific consumer responses, such as categorization, recall, or choice [20].…”

Review of the Potential of Consumer Neuroscience for Aroma Marketing and Its Importance in Various Segments of Services

“…Another very important impact that the aromatization of services has, as demonstrated through realized research, is the visible positive economic effect. Furthermore, Errajaa et al [74] claimed, according to their research focused on the gastro services and experiment realized in a French café, that, when the scent is perceived as congruent with the brand image, reactions in the store are more favorable. It is not only about the use of scent, but also whether it is congruent with the environment.…”

“…Table 2 summarizes all 33 studies described by us considering selected indicators (place of experiment, type of aroma used, size of the researched sample of respondents, and researched variables). According to the available resources, we conclude that aromachology is probably the most widely used in the HORECA segment's services [5,25,[73][74][75][76][77][78][79][80][81]97,[99][100][101].…”

Advances in Aromatization/Aromachology in Different Environments

“…The important role that aroma marketing plays, especially in such facilities, is also the neutralization of negative odors. Another very important impact that the aromatization of services has, as demonstrated through realized research, is the visible positive economic Furthermore, Errajaa et al [74] claimed, according to their research focused on the gastro services and experiment realized in a French café, that, when the scent is perceived as congruent with the brand image, reactions in the store are more favorable. It is not only about the use of scent, but also whether it is congruent with the environment.…”

“…Table all 33 studies described by us considering indicators (place of experiment, type of aroma used, size of the researched sample of respondents, and researched variables). According to the available resources, we conclude that is probably the most widely used in the HORECA segment's [5,25,[73][74][75][76][77][78][79][80][81]97,[99][100][101]. We have described the options of using and researching aromachology in the selected types of services above.…”