The effect of scent on consumers' brand perception and purchasing behavior

This thesis aims to examine the effects of scent on consumers' brand perception. Today, in order to gain a competitive advantage and achieve a permanent place in the minds of consumers, brands increasingly adopt sensory marketing strategies. In this context, the sense of smell stands out with its ability to directly appeal to emotions, trigger memory, and influence behaviors. In this study, the effects of scent on brand image, consumer experience, and purchasing tendencies are discussed within a theoretical framework and supported with various examples. The research results revealed that a pleasant and brand-compatible scent increases consumer satisfaction, extends the time spent in the store, and strengthens brand loyalty. The findings emphasize that scent should be considered as a strategic tool in brand communication and that businesses need to give more importance to multisensory marketing approaches. Keywords: Sensory marketing, Scent marketing, Brand perception, Brand loyalty, Consumer behavior