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Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image

Author

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  • Karim Errajaa

    () (Paris School of Business, GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement - Institut National de l'Horticulture et du Paysage)

  • Patrick Legoherel

    () (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement - Institut National de l'Horticulture et du Paysage)

  • Bruno Daucé

    () (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement - Institut National de l'Horticulture et du Paysage)

Abstract

This research project contributes to the literature by investigating olfactory congruence to understand why the perceived consistency between odors and brand image may induce consumers to approach (or avoid) spaces and products. The results of this study will be useful for managers, who strive to create an olfactory ambiance consistent with the brand image they want to convey to their target market. Our contribution is to show that olfactory congruence with branding helps to improve the consumer immersion experience (i.e., the intense state of activity experienced by the consumer when fully accessing the experience (Fornerino et al., 2006)) in the sales space. Finally, the originality of the experimental store (brand specializing in the provision of multiservice spaces) and the cultural context (French target consumers of the AntiCafé brand) studied here differentiate the present research from previous works. From this point of view, this research is complementary to previous studies. The remainder of the article is divided into three parts: part 1 discusses the theoretical framework and hypotheses, part 2 describes the methodology, and finally part considers the results and implications of the study.

Suggested Citation

  • Karim Errajaa & Patrick Legoherel & Bruno Daucé, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Post-Print hal-01660956, HAL.
  • Handle: RePEc:hal:journl:hal-01660956
    DOI: 10.1016%2Fj.jretconser.2017.08.016
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-01660956
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    Cited by:

    1. Daniel Berki-Kiss & Klaus Menrad, 2019. "Consumer Preferences of Sustainability Labeled Cut Roses in Germany," Sustainability, MDPI, Open Access Journal, vol. 11(12), pages 1-19, June.
    2. Lee, Kiljae & Choi, Jungsil, 2019. "Image-text inconsistency effect on product evaluation in online retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 279-288.
    3. Habib Alipour & Shahrzad Amelshahbaz & Farzad Safaeimanesh & Bahman Peyravi & Alireza Salavati, 2021. "The Impact of Environmental Stimuli on Hotel Service Employees’ Service Sabotage—Mediation Role of Emotional Intelligence and Emotional Dissonance," Sustainability, MDPI, Open Access Journal, vol. 13(2), pages 1-18, January.
    4. Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2021. "The influence of scent on virtual reality experiences: The role of aroma-content congruence," Journal of Business Research, Elsevier, vol. 123(C), pages 289-301.

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