Examining the Impact of Feelings and Brand Perceptions in Purchasing of the Same Name Fragrances

Subject Areas : Jounal of Marketing Management

T. Sadeghi ¹ , M. Lashkary ² , Kh. Ghaemmaghami Tabrizi ³

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Received: 2013-08-31 Accepted : 2013-08-31 Published : 2011-06-22

Keywords: Same name fragrances, Feelings during purchase, Brand perception, Brand,

Abstract :

The perfume industry has made the highest earnings as compared to the other Cosmetics and Toiletries industries. Perfume has turned into a fashionable goods rather than a luxurious item in the modern societies. Moreover, various perfume brands are being launched in the market annually making the selection harder for the customers. Because of the tremendous costs imposed on the newly-launched companies in the market, studying and recognizing the target groups and their preferences will noticeably locate the right markets and reduces the cost and possibility of perfume products failure. Although numerous studies have been conducted in Iran on various cosmetics and beauty products, this research is a pioneering one in dealing with the perfume industry.  This research has attempted to examine the impact of customers’ feelings and brand perceptions in purchasing of the same name fragrancesand the rate of their familiarity with this concept of perfume. Furthermore, this study was an effort to investigate the effective factors in perfume purchase and their relationships with feelings and brand perception in purchase decision under a model.