Resumen

GOMEZ RAMIREZ, Claudia; MANZI PUERTAS, Mario Andres  y  GALINDO BECERRA, Tatiana. Scent marketing: a bibliographic review. Pensam. gest. [online]. 2014, n.37, pp.214-254. ISSN 2145-941X.

The aim of this study was to analyze the applications and effects of Scent Marketing (SM) in commercial environments, from a Systematic Literature Review (SLR) provided by Kitchenham (2004), both scientific and business publications from 1990 to 2013. In 64 cases that met the criteria for inclusion and exclusion established by researchers, it was shown that SM has been applied in order to increase short and long term consumption or sales in different industries, predominantly with citrus scent. In order to achieve the marketing objectives through SM, the aroma should be consistent with the commercial space, the brand and the category of the product or service. However, the documentation for business knowledge is limited and research opportunities are still present.

Palabras clave : Scent Marketing; Olfactory Stimulus; Commercial Space; Aroma; Smell.

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