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Research papers

Accident, fact or fiction?

This paper draws attention to the importance of perceived coherence between fragrance and concept - as expressed by name, pack, packaging, positioning, and advertising - and claims that products lacking such coherence, will encounter grave...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: Barbara Busch
December 1, 1996
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Citation

Busch, B. (1996a, December 01). Accident, fact or fiction?. ANA - ESOMAR. Retrieved May 31, 2023, from


https://ana.esomar.org/documents/accident-fact-or-fiction-