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

100%
Chatterjee S., Bryła P.
Journal of Economics and Management
|
2022
|
vol. 44
EN
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.
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[...] Odores, quos tener e terra divite mittit Arabs. Funkcja motywu wyperfumowanego i zamożnego Araba oraz wonnej i zasobnej Arabii w twórczości poetów rzymskich okresu augustowskiego

51%
Libowski Ł.
Littera Antiqua
|
2019
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issue 14
5-29
EN
The purpose of this article is to determine the function of one of the minor literary motifs present in the Roman literature of the Augustan period, i.e., the motif of the perfumed and wealthy Arab and fragrant and rich Arabia. This goal is achieved here in two steps: first, the appropriate source material is compiled, and then the material is analysed and the conclusions are formulated. The source material in this case is seventeen extracts from Virgil, Horace, Tibullus, Pseudo-Tibullus, Propercius and Ovid. These fragments were divided into those, in which the respective fragrance motif was embedded in the axiological context (sixteen fragments), and those, in which the motif appears in the neutral context (one fragment). Among the first there were separated those, in which the positive axiological context is dealt with (ten fragments), and those, in which the negative axiological context is dealt with (six fragments). The fragments of the first type mention the value of a woman (four fragments), religious activities (three fragments), the Roman land (two fragments) and peace (one fragment), while the fragments of the second type express the worthlessness of wealth (five fragments) and remoteness from the loved person (one fragment). In turn, the analysis was carried out in two steps. First, it was found that Latin poets and writers of the Augustan period use the fragrance motif when they value, whether positively or negatively, people or things or situations, or activities, and that these writers use the motif discussed here to build images that appeal to the public. Secondly, it was established that the Arabic motif is expressed at the same time in a lot of different words, should all the fragments in which it appears, be taken together, and in few words, should each of the fragments should be considered separately.
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