<abstract xmlns="http://www.w3.org/1999/xhtml">

<bold>Aim/purpose</bold> – 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.
<bold>Design/methodology/approach</bold> – 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.
<bold>Findings</bold> – 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.
<bold>Research implications/limitations</bold> – 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.
<bold>Originality/value/contribution</bold> – 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.
</abstract>

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.

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

Department of International Marketing and Retailing, Faculty of International & Political Studies

Journal of Economics and Management

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"Innovation and trends in olfactory marketing: A review of the literature"}

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...

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

Published Online: Jun 28, 2022

Page range: 210 - 235

Received: Feb 08, 2022

Accepted: May 24, 2022

DOI: https://doi.org/10.22367/jem.2022.44.09

Keywords
olfactory marketing, consumer behavior, retail store, marketing innovation, fragrance, review

© 2022 Shuvam Chatterjee et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

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

Published Online: Jun 28, 2022

Page range: 210 - 235

Received: Feb 08, 2022

Accepted: May 24, 2022

DOI: https://doi.org/10.22367/jem.2022.44.09

Keywordsolfactory marketing, consumer behavior, retail store, marketing innovation, fragrance, review

© 2022 Shuvam Chatterjee et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Keywords
olfactory marketing, consumer behavior, retail store, marketing innovation, fragrance, review