Scent marketing: linking the scent congruence with brand image
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DOI: 10.1108/ijchm-06-2020-0637
Abstract: 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.,Using a factorial design (i.e. scent congruent… read more here.
Keywords: brand image; brand; congruence brand; scent congruence ... See more keywords