Research summary · Field experiment · 2021
Scent and brand image: why the right scent matters more than a pleasant one
In a field experiment with 303 visitors to a French café and co-working space, a scent that matched the brand’s image improved satisfaction, intention to revisit and perceptions of the product and service. A scent that simply smelled good was not enough: it had to fit the brand.
Reviewed by Simon Faure-Field · 8 October 2026 · Based on the published abstract
At a glance
Key findings
- 303visitors to a café and co-working space in France.
- 3conditions: a brand-congruent scent, an incongruent scent, or no scent.
- Fit, not just pleasantThe scent had to match the brand image to produce the benefits.
The study
Citation and study details
Citation: Errajaa, K., Legohérel, P., Daucé, B., & Bilgihan, A. (2021). Scent marketing: Linking the scent congruence with brand image. International Journal of Contemporary Hospitality Management.
Read the original: doi.org/10.1108/IJCHM-06-2020-0637
- Study typeField experimentPeer-reviewed
- Sample303 visitorsLocal customers and tourists
- SettingA café and co-working spaceFrench franchise brand
- Evidence gradeA: direct field evidenceReal visitors, three conditions
Method
What the researchers did
Visitors experienced a scent that matched the brand’s image, a scent that did not, or no scent.
The study took place in a multi-service hospitality space, combining a café, a co-working area and a food and beverage offer, run by a French franchise brand and used by both local customers and tourists. A related paper by the same team identifies the brand as AntiCafé, whose image is built on conviviality, sharing, coffee and co-working.
The researchers compared three conditions: a scent congruent with the brand image, a scent that was not congruent, and no scent. In total, 303 visitors took part. The study measured their reactions to the atmosphere, their satisfaction, their intention to revisit, and their perceptions of the product and service.
Results
What they found
Reactions were more favourable when visitors perceived the scent as fitting the brand.
When visitors perceived the scent as congruent with the brand image, their reactions to the space were more favourable.
The authors stress that it is not enough for a scent to smell good, or to fit other parts of the sensory environment: visitors must perceive it as consistent with the brand image itself.
Diffusing a brand-congruent scent improved guest satisfaction, intention to revisit, and perceptions of both the product and the service.
Limitations
Limitations
One brand in one country, and this summary is based on the abstract.
The authors note that the study focuses on a single French café and co-working franchise, and on direct effects only, and that the research should be extended to other contexts. What counts as a congruent scent will differ from brand to brand.
This summary is based on the published abstract and a related paper by the same authors. We have not yet reviewed the full paper, so the scents used and the effect sizes are not reported here.
A note on the evidence
How strong is this evidence?
Solid field evidence for a principle that recurs across the research.
The study adds a real-world hospitality test to a consistent theme in the literature: scents work best when they fit their context. It extends that idea from fitting the products or the music to fitting the brand itself. As a single-site study, its specific results need replication.
For commercial spaces
What it means for commercial spaces
For a café, restaurant, hotel or co-working space, choosing a scent because it smells pleasant is not enough. The scent should express what the brand stands for, and customers should be able to sense that fit. A business can test this simply, by asking customers whether the scent feels like the brand, before committing to it.
Scent Swirl supplies ambient scenting for hotels, restaurants and other hospitality venues. See how scenting works in hospitality →
How to cite this summary
Scent Swirl. (2026). Summary of Errajaa et al. (2021), Scent marketing: Linking the scent congruence with brand image. Scent Research Library. https://scentswirl.com/research/errajaa-2021-scent-brand-congruence/ (last reviewed 8 October 2026 by Simon Faure-Field).
This summary is based on the published abstract. We have not yet reviewed the full paper. If you spot an error or know of a study we should add, we would like to hear from you.
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