brand, brand image, and the moderating role of scent in the purchase intent

What is it about?

Brand and brand image are important factors that influence consumers’ purchase intention, especially when products of the same category have similar characteristics. However, other factors can influence the intention to purchase, like the scent, which is considered a stimulus to consumption. This study evaluated the effects of brand, brand image, and the moderating role of scent in the purchase intent for Melissa shoes.

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Why is it important?

The results demonstrated the correlation of brand and product placement evaluation on consumers’ purchase intention, and the moderating effect of scent in this relationship.