Odotype, the olfactory identity of a brand

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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
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dc.title.en_US.fl_str_mv Odotype, the olfactory identity of a brand
title Odotype, the olfactory identity of a brand
spellingShingle Odotype, the olfactory identity of a brand
Rodríguez-Díaz, María Alejandra
Brand identity
Odotype
Olfactory branding
Olfactory marketing
title_short Odotype, the olfactory identity of a brand
title_full Odotype, the olfactory identity of a brand
title_fullStr Odotype, the olfactory identity of a brand
title_full_unstemmed Odotype, the olfactory identity of a brand
title_sort Odotype, the olfactory identity of a brand
author Rodríguez-Díaz, María Alejandra
author_facet Rodríguez-Díaz, María Alejandra
Gallardo-Echenique, Eliana
author_role author
author2 Gallardo-Echenique, Eliana
author2_role author
dc.contributor.author.fl_str_mv Rodríguez-Díaz, María Alejandra
Gallardo-Echenique, Eliana
dc.subject.en_US.fl_str_mv Brand identity
Odotype
Olfactory branding
Olfactory marketing
topic Brand identity
Odotype
Olfactory branding
Olfactory marketing
description 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.
publishDate 2020
dc.date.accessioned.none.fl_str_mv 2021-07-08T12:29:25Z
dc.date.available.none.fl_str_mv 2021-07-08T12:29:25Z
dc.date.issued.fl_str_mv 2020-09-01
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dc.source.volume.none.fl_str_mv 2020
dc.source.issue.none.fl_str_mv E34
dc.source.beginpage.none.fl_str_mv 158
dc.source.endpage.none.fl_str_mv 171
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Odotype, the olfactory identity of a brand
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