Abstract
Introduction This article deals with the influence of olfactory marketing on consumer behaviour and its relationship with the brand in question. Objective to determine the influence of aroma on shopping behavior and brand recall.Materials and methods To this end, a literature review of studies on the influence of aroma on shopping behaviour or brand recall of consumers or potential customers was conducted. Results So it is argued that olfactory marketing is a technique that consists in creating aromas of association that generate brand recall and that, in addition, Discussion stimulate the consumer subconsciously in the purchase decision process, making it faster and more impulsive.Conclusions This practice has been adopted by a number of brands worldwide as part of their marketing strategies in order not only to increase sales but also to generate links with customers and a stronger positioning in the minds of the consumers.
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