Grobert, Julien and Massa, Charlotte (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.

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Identification Number : 10.7193/DM.093.71.92


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.

Item Type: Article
Language: French
Date: March 2019
Refereed: Yes
Place of Publication: Paris, France
Uncontrolled Keywords: scent marketing, congruency, service, values, marketing olfactif, congruence, service, valeurs
Subjects: C- GESTION
Divisions: TSM Research (Toulouse)
Site: UT1
Date Deposited: 17 Feb 2021 14:55
Last Modified: 22 Nov 2021 15:20
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