Olfaction Tells Everything: The Exclusive Scent of Corporate Brands

企業品牌氣味：獨特的嗅覺行銷路徑

張瑋倫(Wei-Lun Chang) ； 陳暐岳(Wei-Yeh Chen)

《管理學報》 30卷4期 (2013/09) Pp. 363-384

https://doi.org/10.6504/JOM.2013.30.04.04

摘要

品牌氣味不僅是一個行銷工具，也是品牌的一種象徵。本研究建立了品牌與消費者的獨特連結，協助品牌在消費者心目中佔有強烈且確切的識別效果。本研究先探討氣味與品牌的初步連結，接著檢查品牌印象對消費者購買願意的強化效果，最終經由品牌管理回歸品牌氣味對消費者的影響。經過研究發現，儘管品牌氣味對於現今市場尚屬於新穎的行銷手法，但隨著長短不一的時間累積，消費者對於品牌氣味都有正面的回應與體悟，尤其成長曲線的幅度在後期發展越是明顯，證明消費者對於品牌氣味的有感與認識。縱言之，本研究觀察到品牌印象在過程中佔有舉足輕重的地位，因為若消費者對於品牌沒有建立足夠的認知，則品牌氣味再強烈或消費意願再強都是枉然，換句話說，由於消費者根本對於從何處接觸該品牌都沒有印象，則無法連結到實際購買行為。

關鍵字

品牌感知 ； 系統動力學 ； 資訊處理模式 ； 推敲可能性模式

並列摘要

A brand scent is not only a marketing tool but also a symbol. This research identifies an exclusive link between the brand and the customer, based on the fact that the brand occupies a unique and identifiable position in the customer's mind. We use an information-processing model and an elaboration-likelihood model as basic theories to build a holistic framework for system dynamics. System dynamics simulate a complex, real-world environment by combining various variables. In the simulation, we select three major variables for observation: brand scent, brand image, and purchase intention. The results of the simulation revealed a distinct trend, despite the use of a brand scent being novel and the development of intentions to purchase over time. Brand image plays a critical role in the customer's judgment of a brand. We also proved the exclusiveness of brand scent with a long-term simulation using system dynamics.

並列關鍵字

Brand Sense ； System Dynamics ； Information-Processing Model ； Elaboration-Likelihood Model

參考文獻

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