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首页> 外文期刊>International Journal of Contemporary Hospitality Management >Scent marketing: linking the scent congruence with brand image
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Scent marketing: linking the scent congruence with brand image

机译：香味营销：将香味同一同一量与品牌形象联系起来

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PurposeThe 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 (cafe/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 cafe 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 (cafe/co-working and food and beverage area).
机译：本研究的目的是审查香味一致性与品牌形象的作用，以消费者对一个地方的气氛的反应形成.Design/methodology / Proprachusing的阶乘设计（即品牌形象的香味一致，香味不是一致性和控制），在一个多服务和酒店空间进行了一个实验，欢迎当地消费者和游客（n = 303）.Findingsthe调查结果表明，当香味被认为是与品牌形象的一致性，商店中的反应更有利。使用香味“闻起来很好”或者与其他因素一致（例如感官环境）是不够的;香味必须被消费者视为与品牌形象一致的消费者。调查结果还揭示了品牌形象的气味一致的传播提高了客户满意度，意图重新审视和对产品和服务的看法。研究限制/暗示局限性都是强调直接链接和对法国品牌的关注（咖啡馆/共同工作空间特许经营。将研究扩展到其他上下文延长。实际含义调查结果表明，酒店组织使用气味对其客人产生积极影响的重要意义。希望通过创建嗅觉气氛来提高客户反应的酒店，餐厅和咖啡厅管理人员应考虑品牌形象。考虑到品牌形象的香味。virce eth of olfactory同时的函数对消费者行为的影响品牌图像使用原位实验（咖啡厅/共同工作和食品和饮料区）。

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