Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Scent marketing: linking the scent congruence with brand image

Scent marketing: linking the scent congruence with brand image 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/approachUsing 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).FindingsThe 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/implicationsThe 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 implicationsThe 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/valueThe 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). http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

Scent marketing: linking the scent congruence with brand image

Download PDF
26 pages

Loading next page...
 
/lp/emerald-publishing/scent-marketing-linking-the-scent-congruence-with-brand-image-c9MNGVrxg8
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0959-6119
DOI
10.1108/ijchm-06-2020-0637
Publisher site
See Article on Publisher Site

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.Design/methodology/approachUsing 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).FindingsThe 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/implicationsThe 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 implicationsThe 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/valueThe 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).

Journal

International Journal of Contemporary Hospitality Management – Emerald Publishing

Published: Mar 15, 2021

Keywords: Atmosphere; Brand image; Consumer behaviour; Congruence; Scent; Cafe; Odour; Olfactory marketing

References

  • The theory of planned behavior. Organizational Behavior and Ision Processes
    Ajzen, I.
  • Nature and operation of attitude
    Ajzen, I.
  • The structural relationship between TQM, employee satisfaction and hotel performance
    Amin, M.; Aldakhil, A.M.; Wu, C.; Rezaei, S.; Cobanoglu, C.
  • Scent in mail: the effect of scented direct mailings
    Amsteus, M.; de Vries, S.; Hwang, V.
  • Atmospheric affect as a tool for creating value and gaining share of customer
    Babin, B.J.; Attaway, J.S.
  • Perceived appropriateness and its effects on quality, affect and behavior
    Babin, B.; Chébat, J.C.; Michon, R.
  • Adding new dimensions to corporate identity management and corporate communication: exploring the sensory perspective
    Bartholmé, R.H.; Melewar, T.C.
  • Brand image and fan loyalty in professional team sport: a refined model and empirical assessment
    Bauer, H.; Stokburger-Sauer, N.; Exler, S.
  • The smell of healthy choices: cross-modal sensory compensation effects of ambient scent on food purchases
    Biswas, D.; Szocs, C.
  • Servicescapes: the impact of physical surroundings on customers and employees
    Bitner, M.J.
  • The effects of incidental scents in the evaluation of environmental goods: the role of congruity
    Bonini, N.; Graffeo, M.; Hadjichristidis, C.; Perrotta, V.
  • Scents and sensibility: when do (in) congruent ambient scents influence product evaluations?
    Bosmans, A.
  • The effect of ambient scents on consumer responses: consumer type and his accompaniment state as moderating variables
    Bouzaabia, R.
  • Exploring backpackers’ perceptions of the hostel service quality
    Brochado, A.; Rita, P.; Gameiro, C.
  • Odors not to be watched
    Candau, J.; Jeanjean, A.
  • Understanding nature of store ambiance and individual impulse buying tendency on impulsive purchasing behaviour: an emerging market perspective
    Chandan, A.; Sanjeev, S.; Vijay, S.T.
  • Impact of ambient odors on mall shoppers’ emotions, cognition, and spending. A test of competitive causal theories
    Chebat, J.C.; Michon, R.
  • Conceptualization of a holistic BRAND image measure for fashion-related brands
    Cho, E.; Fiore, A.M.
  • The effect of atmosphere on customer engagement in upscale hotels: an application of SOR paradigm
    Choi, H.; Kandampully, J.
  • Proust nose best: odors are better cues of autobiographical memory
    Chu, S.; Downes, J.J.
  • Measuring service quality: a reexamination and extension
    Cronin, J.J.; Taylor, S.A.
  • Music congruency in a service setting: the mediating role of emotional and cognitive responses
    Demoulin, N.T.M.
  • Store atmosphere: an environmental psychology approach
    Donovan, R.; Rossiter, R.
  • The influences of age on olfaction: a review
    Doty, R.L.; Kamath, V.
  • The presence of a pleasant ambient scent in a fashion store: the moderating role of shopping motivation and affect intensity
    Doucé, L.; Janssens, W.
  • Smelling the books: the effect of chocolate scent on purchase-related behavior in a bookstore
    Doucé, L.; Poels, K.; Janssens, W.; De Backer, C.
  • Font appropriateness and brand choice
    Doyle, J.R.; Bottomley, P.A.
  • The room and atmosphere as aspects of the meal: a review
    Edwards, J.S.A.; Gustafsson, I.B.
  • The ‘visual depiction effect’ in advertising: facilitating embodied mental simulation through product orientation
    Elder, R.; Krishna, A.
  • Scent marketing: making olfactory advertising pervasive
    Emsenhuber, B.
  • Building brand relationship for restaurants: an examination of other customers, brand image, trust, and restaurant attributes
    Erkmen, E.; Hancer, M.
  • Consumer reactions to olfactory congruence with brand image
    Errajaa, K.; Daucé, B.; Legoherel, P.
  • Individual differences in verbal and non-verbal affective responses to smells: influence of odor label across culture
    Ferdenzi, C.; Joussain, P.; Digard, B.; Luneau, L.; Djordjevic, J.; Bensafi, M.
  • Affective semantic space of scents. Towards a universal scale to measure self-reported odor-related feelings
    Ferdenzi, C.; Delplanque, S.; Barbosa, P.; Court, K.; Guinard, J.X.; Guo, T.; Roberts, C.; Schirmer, A.; Porcherot, C.H.; Cayeux, I.; Sander, D.; Grandjean, D.
  • Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences
    Fiore, A.M.; Yah, X.; Yoh, E.
  • Ambient scent’s effects in sensory service marketing: an abstract
    Girard, A.; Sarstedt, M.; Lichters, M.
  • Odor and consumer behavior in a restaurant
    Guéguen, N.; Petr, C.
  • Right under our noses: ambient scent and consumer responses
    Gulas, C.S.; Bloch, P.H.
  • The effect of corporate social responsibility on brand loyalty: the mediating role of brand image
    He, Y.; Lai, K.K.
  • The role of expectancy and relevancy in memory for verbal and visual information: what is incongruency?
    Heckler, S.E.; Childers, T.L.
  • Atmosphere: conceptual issues and implications for hospitality management
    Heide, M.; Gronhaug, K.
  • Key factors in guests’ perception of hotel atmosphere
    Heide, M.; Gronhaug, K.
  • The power of simplicity: processing fluency and the effects of olfactory cues on retail sales
    Herrmann, A.; Zidansek, M.; Sprott, D.E.; Spangenberg, E.R.
  • The role of odor-evoked memory in psychological and physiological health
    Herz, R.
  • A naturalistic analysis of autobiographical memories triggered by olfactory visual and auditory stimuli
    Herz, R.S.
  • Sensory cues and shoppers’ touching behaviour: the case of IKEA
    Hultén, B.
  • The extension of the selective distribution circuit of a brand: what repercussions on the image of the brand and on that of the brand?
    Huvé-Nabec, L.
  • Ambient scent and consumer behavior: a field study in a florist’s retail shop
    Jacob, C.; Stefan, J.; Guéguen, N.
  • Heuristic evaluation of healthy menus: examining the effect of brand image congruity
    Jeong, E.; Jang, S.
  • Conceptualizing, measuring, and managing customer-based brand equity
    Keller, K.L.
  • The relationship between brand equity and organisations’ performance in luxury hotels and chain restaurants
    Kim, H.; Kim, W.G.
  • Impact of point-of-purchase olfactory cues on purchase behavior
    Kivioja, K.
  • Atmospherics as a marketing tool
    Kotler, P.
  • An integrative review of sensory marketing: engaging the senses to affect perception, judgment and behavior
    Krishna, A.
  • Feminine to smell but masculine to touch? Multisensory congruence and its effect on the aesthetic experience
    Krishna, A.; Elder, R.S.; Caldara, C.
  • Product scent and memory
    Krishna, A.; Lwin, M.; Morrin, M.
  • Smellizing cookies and salivating: a focus on olfactory imagery
    Krishna, A.; Morrin, M.; Sayin, E.
  • Culture as a moderator of cognitive age and travel motivation/perceived risk relations among seniors
    Le Serre, D.; Weber, K.; Legohérel, P.; Errajaa, K.
  • Restaurant servicescape, service encounter, and perceived congruency on customers’ emotions and satisfaction
    Lin, I.Y.; Mattila, A.S.
  • Developing a scale measuring customers’ servicescape perceptions in upscale hotels
    Lockwood, A.; Pyun, K.
  • Scenting movie theatre commercials: the impact of scent and pictures on brand evaluations and ad recall
    Lwin, M.O.; Morrin, M.
  • Music, scent and time preferences for waiting lines
    McDonnell, J.
  • The cool scent of power: effects of ambient scent on consumer preferences and choice behavior
    Madzharov, A.V.; Block, L.G.; Morrin, M.
  • Congruency of scent and music as a driver of in-store evaluations and behavior
    Mattila, A.S.; Wirtz, J.
  • The influence of culture, emotions, intangibility, and atmospheric cues on online behavior
    Mazaheri, E.; Richard, M.O.; Laroche, M.; Ueltschy, L.C.
  • Odour-induced mental time travel into the past and future: do odour cues retain a unique link to our distant past?
    Miles, A.N.; Berntsen, D.
  • There’s something in the air: effects of congruent or incongruent ambient odor on consumer decision making
    Mitchell, D.; Kahn, B.; Knasko, S.
  • The impact of ambient scent on evaluation, attention, and memory for familiar and unfamiliar brands
    Morrin, M.; Ratneshwar, S.
  • Does it make sense to use scents to enhance brand memory?
    Morrin, M.; Ratneshwar, S.
  • In-store music and aroma influences on shopper behavior and satisfaction
    Morrison, M.; Gan, S.; Dubelaar, C.; Oppewal, H.
  • Examining the role of store design on consumers’ cross-sectional perceptions of retail brand loyalty
    Murray, J.; Elms, J.; Teller, C.
  • Investigation of the use of scent in a medical service environment
    Naja, M.; Zaichkowsky, J.; Brée, J.; Dykstra, A.
  • A cognitive model of the antecedents and consequences of satisfaction decisions
    Oliver, R.L.
  • Checking the success of manipulations in marketing experiments
    Perdue, B.; Summers, J.
  • Digital sensory marketing: integrating new technologies into multisensory online experience
    Petit, O.; Velasco, C.; Spence, C.
  • Spatial density and ambient scent: effects on consumer anxiety
    Poon, T.; Grohmann, B.
  • Processing fluency as the source of experiences at the fringe of consciousness
    Reber, R.; Fazendeiro, T.A.; Winkielman, P.
  • The influence of ambient music on consumer behavior at retail store
    Rieunier, S.
  • The effects of scent on consumer behaviour
    Rimkute, J.; Moraes, C.; Ferreira, C.
  • Calibrating 30 years of experimental research: a meta-analysis of the atmospheric effects of music, scent, and color
    Roschk, H.; Loureiro, S.M.C.; Breitsohl, J.
  • The effects of ambient scent on consumer behavior: a review of the literature
    Roxana, O.; Ioan, P.
  • Can ambient scent enhance the nightlife experience?
    Schifferstein, H.N.; Talke, K.S.; Oudshoorn, D.J.
  • Metacognitive experiences in consumer judgment and decision making
    Schwarz, N.
  • Understanding brand equity in hotel firms. What is the role of brand loyalty and satisfaction?
    Seric, M.; Gil-Saura, I.
  • The effect of retail atmosphere on customer’s perceptions of salespeople and customer persuasion: an empirical investigation
    Sharma, A.; Stafford, T.F.
  • Store environment and consumer purchase behavior: mediating role of consumer emotions
    Sherman, E.; Mathur, A.; Smith, R.B.
  • Self-image/product-image congruity and consumer decision-making
    Sirgy, M.J.
  • Exploring the effect of ambient scent on consumer impulsive buying behaviour: theoretical insights
    Šliburytė, L.; Vaitiekė, J.
  • Improving the store environment: do olfactory cues affect evaluations and behaviors?
    Spangenberg, E.R.; Crowley, A.E.; Henderson, P.W.
  • It’s beginning to smell (and sound) a lot like christmas: the interactive effects of ambient scent and music in a retail setting
    Spangenberg, E.R.; Grohmann, B.; Sprott, D.E.
  • Gender-congruent ambient scent influences on approach and avoidance behaviors in a retail store
    Spangenberg, E.R.; Sprott, D.E.; Grohmann, B.; Tracy, D.L.
  • Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: consequences in the hotel context
    Sürücü, Ö.; Öztürk, Y.; Okumus, F.; Bilgihan, A.
  • The effect of customer dissatisfaction on store repurchase intentions: a little goes a long way, the international review of retail
    Swinyard, W.R.; Whitlark, D.B.
  • Effects of color and lighting on retail impression and identity
    Tantanatewin, W.; Inkarojrit, V.
  • The functional role of the medio dorsal thalamic nucleus in olfaction
    Tham, W.W.P.; Stevenson, R.J.; Miller, L.A.
  • Applying consumer-based brand equity in luxury hotel branding
    Tingchi Liu, M.; Wong, I.A.; Tseng, T.H.; Wen-Yu Chang, A.; Phau, I.
  • The scent of art. Perception, evaluation, and behaviour in a museum in response to olfactory marketing
    Vega-Gomez, F.I.; Miranda-Gonzalez, F.J.; Mayo, J.P.; Gonzalez-Lopez, O.R.; Pascual-Nebrada, L.
  • Unveiling the key features of a positive service experience at hostels
    Vermissimio, M.; Costa, C.
  • Olfaction and the retail environment: examining the influence of ambient scent
    Ward, P.; Davies, B.J.; Kooijman, D.
  • The effect of music on perceived atmosphere and purchase intentions in a restaurant
    Wilson, S.
  • Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence
    Zeithaml, V.
  • Color affects perceived odor intensity
    Zellner, D.A.; Kautz, M.A.
  • A sociable atmosphere: ambient scent’s effect on social interaction
    Zemke, D.M.; Shoemaker, S.