Role of Olfactory Brand in Sensory Marketing

Abstract

This study aims to determine the nature of the relationship between the sensory marketing mix represented in: sensory product, sensory pricing, sensory promotion, sensory distribution, and consumer awareness towards the Air Algerie brand, where the various basic concepts related to the study variables were highlighted. The results showed a positive impact of both sensory mix policies on increasing brand awareness, recognition and recollection. This is done by recognizing the company's brand based on creating and facilitating the overall sensory experience of the individual and viewing sensory marketing as a way to satisfy the mind and heart of customers in marketing strategy and tactics.