Dissertation
What Scent Can Do For a Brand: Exploration of Brand-Scent Boundary Conditions
Doctor of Philosophy (PhD), Washington State University
01/2013
Handle:
https://hdl.handle.net/2376/111441
Abstract
This dissertation explores how consumers approach and experience brands utilizing scents, and contributes to the olfactory literature by investigating situations in which scents can complement, co-create, and/or harm experience with, and evaluation of, the brand. Specifically, I aim to demonstrate that the association between a brand and scent can create unique effects on brand experience and brand attitudes for brands, even those for which the primary reason of purchase is not scent. In particular, I aim to show that such effects depend on: the type of brand utilizing scents as part of the brand identity, complementarity with other brand elements, and consistency of brand-scent association over time. I first present a conceptual model illustrating how the dissertation extends olfactory research in the marketing domain. I then report four studies that address the research questions of this dissertation. In Study 1, I explore consumers' responses to the use of olfactory cues in marketing, and in particular as part of the brand identity. Results show that consumers perceive that the use of scents: positively influences their shopping experience as well as experience with a brand, creates perception of authenticity and uniqueness, and makes brands more distinct from other existing brands. Results of Study 2 suggest that utilization of a scent as part of a brand identity can effectively work as a brand element. The utilization of a scent leads to a positive brand experience for consumers, and in turn, to positive attitudes that consumers form toward a brand. Study 3 explores the type of brand that can benefit most from the use of olfactory cues. Results demonstrate that brands new to the market would benefit from the addition of scent as part of the brand identity most. For existing brands scent causes lower evaluation of and/or experience with the brand. In Study 4, consequences of inconsistent brand scent utilization for consumers' reactions over time are explored and negative aspects of the absence of olfactory cues are demonstrated.
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Details
- Title
- What Scent Can Do For a Brand: Exploration of Brand-Scent Boundary Conditions
- Creators
- Manja Zidansek
- Contributors
- Eric R Spangenberg (Advisor)David E Sprott (Committee Member)Jeffrey Joireman (Committee Member)Ioannis Kareklas (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Carson College of Business
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Number of pages
- 124
- Identifiers
- 99900581539301842
- Language
- English
- Resource Type
- Dissertation