Meng, Hua (Meg); Zamudio, César; Jewell, Robert D. - In: Journal of Product & Brand Management 30 (2020) 2, pp. 281-292
Purpose: This paper aims to examine how olfactory imagery, triggered by scent brand names prior to smelling, influences scented-product purchase intention. Design/methodology/approach: Five studies were conducted. Logistic regression analysis was used to predict likelihood of olfactory imagery...