Emotionale Markenführung mit Duft -
Duftwirkungen auf die Wahrnehmung und Beurteilung von Marken
(Emotional Brand Management by Scent -
on the impact of scents on perception and evaluation of brands)
Author: Hehn P
The book, written in German, points out how enterprises can use scent for brand management even if the used scent is not an integrated component of the branded products (e.g. travel organisers, flower fertiliser, banks,cars). It shows the impact of scent on consumers' emotional state, their decision making, their attitude towards the brand and towards the ad, the brand image, and the brand imagery.
The scent effects are deduced on the basis of state of the art findings on scent impact research (Aromachology) and they are examined empirically, too. The book is completed by information on how to implement scents in emotional brand management.
For every one who is interested in scent marketing, the book offers a comprehensive overview on scent effects and multiple studies accomplished so far.
The author puts special attention on the role of emotions, which are regarded as an essential part of human experiencing and deciding. On basis of current neuroscientific findings, a new idea of emotions is drawn which puts another complexion on some psychological consumer behaviour constructs (e.g. involvement, attitudes, and the role of autobiographical memory)."
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