Errajaa, Karim; Legohérel, Patrick; Daucé, Bruno; … - In: International Journal of Contemporary Hospitality Management 33 (2021) 2, pp. 402-427
Purpose: The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place. Design/methodology/approach: Using a factorial design (i.e. scent congruent with the brand image, scent not congruent and...