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    Title: Olfaction Tells Everything: The Exclusive Scent of Corporate Brands
    Other Titles: 企業品牌氣味:獨特的嗅覺行銷路徑
    Authors: 張瑋倫;Wei-Lun Chang;陳暐岳;Wei-Yeh Chen
    Contributors: 淡江大學企業管理學系
    Keywords: 品牌感知;系統動力學;資訊處理模式;推敲可能性模式;Brand Sense;System Dynamics;Information-Processing Model;Elaboration-Likelihood Model
    Date: 2013-09
    Issue Date: 2014-10-18 10:34:41 (UTC+8)
    Publisher: 臺北市:中華民國管理科學學會
    Abstract: 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.
    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。
    Relation: 管理學報=Journal of Management 30(4),頁363-384
    DOI: 10.6504/JOM.2013.30.04.04
    Appears in Collections:[企業管理學系暨研究所] 期刊論文

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