Scent marketing: linking the scent congruence with brand image
Purpose – The purpose of this study is to examine the role of scent congruence with the brand image in the
formation of consumers’ reactions to the atmosphere of a place.
Design/methodology/approach – Using a factorial design (i.e. scent congruent with the brand image,
Boundary spanners in the orchestration of resources : global-local complementarities in action
This research focuses on managerial roles and practices in the local–global deployment of the orchestration of
resources. We aim at understanding how local and global managers contribute to ‘sensing’, ‘seizing’ and