Odotype, the olfactory identity of a brand

Descripción del Articulo

Smell is one of the least used senses in advertising and/or marketing strategies. This study analyzes the conditions for the implementation of the odotype in the brand identity. A qualitative research approach and Grounded Theory method are using to develop an explanatory theory about the concept “o...

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Detalles Bibliográficos
Autores: Rodríguez-Díaz, María Alejandra, Gallardo-Echenique, Eliana
Formato: artículo
Fecha de Publicación:2020
Institución:Universidad Peruana de Ciencias Aplicadas
Repositorio:UPC-Institucional
Lenguaje:español
OAI Identifier:oai:repositorioacademico.upc.edu.pe:10757/656661
Enlace del recurso:http://hdl.handle.net/10757/656661
Nivel de acceso:acceso abierto
Materia:Brand identity
Odotype
Olfactory branding
Olfactory marketing
Descripción
Sumario:Smell is one of the least used senses in advertising and/or marketing strategies. This study analyzes the conditions for the implementation of the odotype in the brand identity. A qualitative research approach and Grounded Theory method are using to develop an explanatory theory about the concept “odotype”. A semi-structured interview guide was designed according to the categories proposed in the research: odotype and brand identity. This research shows that odotype and sensorial marketing are different concepts; providing a definition for each concept. The Peruvian market is still at an early stage with respect to the aroma and odotype.
Odotype, the olfactory identity of a brand
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