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...
| Autores: | , |
|---|---|
| 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 https://purl.org/pe-repo/ocde/ford#5.08.00 |
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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 https://purl.org/pe-repo/ocde/ford#5.08.00 |
| 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 https://purl.org/pe-repo/ocde/ford#5.08.00 |
| dc.subject.ocde.none.fl_str_mv |
https://purl.org/pe-repo/ocde/ford#5.08.00 |
| 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. |
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2020 |
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2021-07-08T12:29:25Z |
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2021-07-08T12:29:25Z |
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2020-09-01 |
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info:eu-repo/semantics/article |
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16469895 |
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Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
