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Title

Importance of scents for brand communication

Author Agnieszka Dabrowska-Leszczynska
Director of thesis Assistant Professor Manja Zidansek
Co-director of thesis Professor Sandor Czellar
Summary of thesis Sensory marketing literature stresses the importance of the influence of sensory cues on product, brand and store evaluations. Most of examined moderators of olfactory cues are focused on characteristics of odors, a target group or congruence between sensory cues. However, the issue how odors can be related to brand communication and what effect it could have on consumer behavior is lacking in the existent literature. Therefore, this problem needs further exploration.
Status
Administrative delay for the defence
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