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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/99198

    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.
    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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