The role of scent congruence with luxury brand image in consumers’ emotions, memory, and brand resonance: A mixed-methods approach using EEG and quantitative analyses

The extension of luxury retailers into the fragrance segment is an emerging trend, particularly as a compelling strategy to target young consumers. In line with this shift in the luxury market, through the lens of cognitive balance theory and the Proust effect, this study explores how the congruence of scents with the luxury brand image affects consumers' positive emotions (Study 1), memory, and approach responses (Study 2). By leveraging electroencephalography (EEG) analysis, Study 1 reveals contradictory results regarding emotional reactions: scent incongruence with the luxury brand image increases joy, while scent congruence elicits liking. Meanwhile, Study 2's findings indicate the importance of brand cues in cognitive reactions. The findings empirically demonstrate that scent congruence with the luxury brand image has a greater effect on consumer preference and memory, thereby leading to satisfaction, brand resonance, and purchase intention. The paradoxical findings from the EEG and quantitative analyses highlight that immediate brain responses and cognitive evaluations differ in consumer decision-making regarding luxury fragrances. This research enhances knowledge of luxury retailing concerning sensory experience and brand extension, providing practical insights for luxury retailers as they foray into the fragrance category as an effective strategy to strengthen consumer–brand relationships and drive potential luxury product purchases.