Tools
Tools
Felix, Nikita (2025) The Influence of Olfactory Marketing on Consumer Brand Loyalty Among Millennials In The Hotel Industry in Ireland. Masters thesis, Dublin, National College of Ireland.
Preview |
PDF (Master of Science)
Download (1MB) | Preview |
Abstract
This dissertation critically investigates the role of olfactory marketing as a strategic tool for cultivating consumer brand loyalty among millennial hotel guests in Ireland. Situated within the broader paradigm of the experience economy and grounded in theories of sensory marketing, embodied cognition, and the Stimulus-Organism-Response (S-O-R) model, the study explores how ambient scent shapes guest perception, emotion, and loyalty behaviours. Despite a growing global interest in scent branding, existing literature remains geographically narrow and methodologically shallow, often failing to capture the contextual complexity of real-world hospitality experiences. This research addresses that gap by focusing on Irish millennials (aged 29-44), a demographic characterised by experience-driven preferences, cultural scepticism towards inauthentic branding, and heightened sensitivity to ethical and environmental transparency.
Using a qualitative, interpretivist methodology, primary data were collected through semi-structured interviews with four millennial hotel guests who had recently experienced ambient scenting in Irish hotels. Thematic analysis revealed three interwoven pathways through which olfactory marketing influenced brand loyalty: (1) Intentional, place-congruent scenting, which enhanced perceptions of authenticity and emotional coherence; (2) Affective modulation and memory building, wherein scent triggered calming emotional shifts and formed lasting episodic memories that supported repeat bookings and positive word-of-mouth; and (3) Ethical boundaries and transparency, where perceptions of scent manipulation or lack of disclosure eroded trust and loyalty. Loyalty was expressed not only through rebooking intentions and advocacy but also through extended brand engagement, such as the purchase of scent-associated products for home use.
The findings highlight that olfactory cues are not mere atmospheric enhancers but operate as powerful semiotic devices capable of reinforcing brand narratives when consistent with the cultural, spatial, and ethical expectations of guests. However, the same cues can backfire if perceived as synthetic, excessive, or manipulative, resulting in emotional disengagement or brand avoidance. The study contributes to theory by integrating affective trust and perceived authenticity into the sensory marketing framework and by introducing ethical transparency as a moderator of olfactory efficacy. Methodologically, it responds to calls for more ecologically valid, culturally specific research in sensory branding by foregrounding the lived, affective experiences of consumers.
For practitioners in Ireland’s competitive hotel industry, the study offers actionable insights: successful olfactory strategies must prioritise cultural congruence, moderate intensity, and transparent communication. When implemented with intentionality and ethical integrity, scent can serve as an enduring emotional anchor, one that transforms hotel stays into memorable, loyalty-generating experiences. Future research is encouraged to adopt longitudinal and multi-method approaches, integrating biometric or neurophysiological tools to further explore the affective and cognitive underpinnings of olfactory brand loyalty.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Bane, Michael UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry J Political Science > JN Political institutions (Europe) > Ireland H Social Sciences > HF Commerce > Marketing |
| Divisions: | School of Business (- 2025) > Master of Science in Marketing |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 14 Feb 2026 11:28 |
| Last Modified: | 14 Feb 2026 11:28 |
| URI: | https://norma.ncirl.ie/id/eprint/9141 |
Actions (login required)
 |
View Item |