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

TitreImmersion and emotional reactions to the ambiance of a multiservice space: the important role of perceived congruence between scent and brand image
Type de publicationCommunication
TypeCommunication par affiche dans un congrès
Année2017
LangueAnglais
Date du colloque23-26/05/2017
Titre du colloqueEuropean Marketing Academy (EMAC)
AuteurDauce, Bruno , Legoherel, Patrick , Errajaa, Karim
PaysPays-Bas
VilleGroningen
Mots-clésemotional reactions, immersion, olfactory congruency effect
Résumé en anglais

This article examines the way perceived congruence between scent and brand image affects emotions and immersion to the ambiance of a physical space. An experiment was undertaken in a space belonging to the AntiCafé company and branded Anti-Café (N = 303) based on a design examining three conditions (presence of congruent scent vs. presence of incongruent scent vs. absence of scent). When the scent is perceived as congruent with the brand image of conviviality, sharing, coffee, and coworking, consumer reactions to the ambiance are more favorable, measured by emotions and immersion. The results and implications of this study are discussed in relation to theory and managerial practices.

URL de la noticehttp://okina.univ-angers.fr/publications/ua15983
Lien vers le document en ligne

http://www.rug.nl/emac2017/