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An international study of unisex and “same‐name” fragrance brands

Scott Markham (Associate Professor of Marketing, Department of Marketing & Management, The University of Central Arkansas, Conway, Arkansas, USA)
Joe Cangelosi (Associate Professor of Marketing, Department of Marketing & Management, The University of Central Arkansas, Conway, Arkansas, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 October 1999

Abstract

Examines the perceptions and preferences of fragrances by females. The sample was taken from nine cities across three continents. Of the two major fragrance concepts examined, unisex fragrances have been introduced, with only about half the respondents in the nine cities (six countries) surveyed in this study being familiar with the concept. Respondents assessed the effects of ten factors on the fragrance decisions. The joint effects of ten surveyed factors show major differences between samples as stratified by area, with some consistency among the top factors, as supported by ANOVA and MANOVA analysis. Chi‐Square analysis of unisex and “same‐name” fragrances indicated significant differences in four of six variables. The ten surveyed factors were “scent, European fragrance, price, brand (purchased for self), brand (purchased as gift), mood, season, free items with purchase, container, and color.” “Scent, price, brand and mood” were the dominant variables. Significant differences existed between the respondents in the three major geographic areas, USA, Europe and Asia for seven of the ten factors, i.e. European fragrance, price, brand purchased as a gift, mood, season, container, and color.

Keywords

Citation

Markham, S. and Cangelosi, J. (1999), "An international study of unisex and “same‐name” fragrance brands", Journal of Product & Brand Management, Vol. 8 No. 5, pp. 387-401. https://doi.org/10.1108/10610429910295975

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited