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Innovation and trends in olfactory marketing: A review of the literature

Author

Listed:
  • Chatterjee Shuvam

    (Doctoral School of Social Science, Faculty of Management, University of Lodz, Lodz, Poland)

  • Bryła Paweł

    (Department of International Marketing and Retailing, Faculty of International & Political Studies, University of Lodz, Lodz, Poland)

Abstract

Aim/purpose – Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process. This paper aims to review the studies involved in consumer purchase intentions influenced by fragrance and develop a framework for modeling consumer responses. Design/methodology/approach – PRISMA technique was used as a methodological approach. First, the researchers made criteria for inclusion and exclusion of studies along with the application of a set of keyword research strings to identify the relevant research articles. Second, prominent scientific search databases like EBSCO Host, Scopus, and ScienceDirect were used to mainly search the relevant literature. Findings – This article advances knowledge on the topic of fragrance marketing and proposes an integrative framework of consumer purchase responses considering the mutual relationship shared between fragrance, the influence of control variables, and response outcomes focusing on cognitive responses, intentions and behavior. The results of the conducted review also suggest that retail consumers tend to develop a positive attitude and behavior towards the place where the product and service are being sold. Research implications/limitations – The paper would be particularly helpful for managers in designing the right strategy for creating loyalty for their retail outlets and thereby creating a niche for themselves. Originality/value/contribution – The study assists marketers in understanding the impact of olfactory marketing in increasing short-term and long-term retail sales and determines future research directions to enrich the existence of these theories to fathom the essence behind consumers’ interpretations of olfaction in retail outlets.

Suggested Citation

  • Chatterjee Shuvam & Bryła Paweł, 2022. "Innovation and trends in olfactory marketing: A review of the literature," Journal of Economics and Management, Sciendo, vol. 44(1), pages 210-235, January.
  • Handle: RePEc:vrs:jecman:v:44:y:2022:i:1:p:210-235:n:2
    DOI: 10.22367/jem.2022.44.09
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    References listed on IDEAS

    as
    1. Möller, Jana & Herm, Steffen, 2013. "Shaping Retail Brand Personality Perceptions by Bodily Experiences," Journal of Retailing, Elsevier, vol. 89(4), pages 438-446.
    2. Kevin Bradford & Debra Desrochers, 2009. "The Use of Scents to Influence Consumers: The Sense of Using Scents to Make Cents," Journal of Business Ethics, Springer, vol. 90(2), pages 141-153, November.
    3. Morrin, Maureen & Ratneshwar, S., 2000. "The Impact of Ambient Scent on Evaluation, Attention, and Memory for Familiar and Unfamiliar Brands," Journal of Business Research, Elsevier, vol. 49(2), pages 157-165, August.
    4. Helmefalk, Miralem & Hultén, Bertil, 2017. "Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 1-11.
    5. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    olfactory marketing; consumer behavior; retail store; marketing innovation; fragrance; review;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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