Scent marketing: linking the scent congruence with brand image
Sign Up to like & getrecommendations! Published in 2020 at "International Journal of Contemporary Hospitality Management"
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
Customer Engagement in Multi-Sensory Virtual Reality Advertising: The Effect of Sound and Scent Congruence
Sign Up to like & getrecommendations! Published in 2022 at "Frontiers in Psychology"
DOI: 10.3389/fpsyg.2022.747456
Abstract: Despite the power of VR in immersing viewers in an experience, it generally only targets viewers via visual and auditory cues. Human beings use more senses to gather information, so expectedly, the full potential of… read more here.
Keywords: scent congruence; scent; customer engagement;