Power of aroma marketing in branding: Design of available methological approaches

Abstract

Traditional marketing methods are for today's purposes and influence are in short supply on the market. The dynamics of changes in the market and the rapid growth of competition means: that on the one hand, there is big pressure on brand sustainability, on the other hand, this situation brings opportunities for implementing innovative approaches in the marketing strategies of the brand. One of the innovations is aroma marketing, one of the directions of sensory marketing. For the application of fragrance in branding, knowledge from a field called neuromarketing is used, which (using neuroscientific tools) provides results about consumer behavior, decision-making, and emotions. For this purpose, a systematic review of the existing literature was carried out, and then the potential of using aroma marketing in branding was described. The records obtained allowed an in-depth insight into how the application of fragrance can contribute to understanding consumers' emotional and decision-making responses to strengthen the brand's marketing strategy.