eprintid: 42217
rev_number: 11
eprint_status: archive
userid: 23303
importid: 106
dir: disk0/00/04/22/17
datestamp: 2021-02-17 14:55:45
lastmod: 2021-11-22 15:20:04
status_changed: 2021-11-22 15:20:04
type: article
metadata_visibility: show
creators_name: Grobert, Julien
creators_name: Massa, Charlotte
creators_idrefppn: 183410262
creators_idrefppn: 182008665
creators_affiliation: Toulouse School of Management
creators_affiliation: EM Strasbourg Business School
creators_halaffid: 520525
title: Quand le logo olfactif reflète les valeurs de la marque : une application dans le secteur des services
ispublished: pub
subjects: subjects_GESTION
abstract: Creating its own scent identity should enable a service company to reinforce its brand identity and deliver a specific atmosphere at its point of sale. This in situ research aims to formalize a specific method to create an olfactory logo in a service context. After presenting the existing techniques, an iterative process comprising six stages and different types of measurement (qualitative and quantitative) is implemented, leading to an olfactory signature congruent with the values of a firm and its point of sale. Limitations and further research are finally discussed. Keywords: scent marketing, congruency, service, values.
date: 2019-03
date_type: published
publisher: Association française du marketing
id_number: 10.7193/DM.093.71.92
faculty: gestion
divisions: CRM
keywords: scent marketing, congruency, service, values
keywords: marketing olfactif, congruence, service, valeurs
language: fr
has_fulltext: FALSE
doi: 10.7193/DM.093.71.92
view_date_year: 2019
full_text_status: none
publication: Décisions Marketing
number: n°93
place_of_pub: Paris, France
pagerange: 71-92
refereed: TRUE
issn: 0779-7389
oai_identifier: oai:tsm.fr:2798
harvester_local_overwrite: pending
harvester_local_overwrite: note
harvester_local_overwrite: volume
harvester_local_overwrite: creators_idrefppn
harvester_local_overwrite: publisher
harvester_local_overwrite: place_of_pub
harvester_local_overwrite: number
harvester_local_overwrite: creators_halaffid
oai_lastmod: 2021-10-22T13:42:13Z
oai_set: tsm
site: ut1
citation:   Grobert, Julien <https://www.idref.fr/183410262> and Massa, Charlotte <https://www.idref.fr/182008665>  (2019) Quand le logo olfactif reflète les valeurs de la marque : une application dans le secteur des services.    Décisions Marketing (n°93).  pp. 71-92.