The role of fragrance in the brand personality of consumer products

Maryana Kaplan and Kendra Zarrilli

This paper explores the role of fragrance in defining a brand’s personality at the point of purchase relative to its packaging.

The role of fragrance in the brand personality of consumer products

Maryana Kaplan and Kendra ZarrilliQ Research Solutions, Inc., United States

INTRODUCTION

Louis Cheskin's groundbreaking package research supports the paradigm that the package is the product....

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