Scent marketing: The asymmetry of consumer perception of traditional regional products
The article presents an experimental study of the effect of scent marketing on consumer behaviour when choosing products of regional origin. The research methodology includes the theories of congruence, relevance, and thematic relevance, as well as the approaches to assessing the perceived quality i...
| Main Authors: | , |
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| Format: | Article |
| Language: | Russian |
| Published: |
Ural State University of Economics
2022-07-01
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| Series: | Управленец |
| Subjects: | |
| Online Access: | https://upravlenets.usue.ru/en/issues-2022/1035 |