Follow your nose when it sounds right: how brand names influence consumer responses to product scents
Product scents exert a considerable influence on managerial outcomes. However, little research has examined the contextual circumstances that facilitate or hinder consumer responses to product scents. Across three studies, we address this gap by exploring how one important product element –brand nam...
| Main Authors: | , , , |
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| Format: | Journal article |
| Language: | English |
| Published: |
Elsevier
2023
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