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This study aims to map the impact of sensory marketing, understand its intellectual structure, and propose future research agendas for scholars in the field. Various analyses were conducted using the VOSviewer software and data from the Web of Science (WOS) database to delineate the development of studies on sensory marketing and create a map of the research landscape. In this examination of 302 works, it was observed that the highest concentration of publications occurred in 2021 (47 works), 2019 (45 works), 2020 (38 works), 2022 (36 works), and 2023 (34 works). The majority of the works were identified as journal articles (256), conference papers (38), editorials (5), and book chapters (21). The findings indicate that the publications were indexed in SSCI (181), ESCI (52), SCIExpanded (30), CPCI-SSH (28), BKCI-SSH (21), CPCI-S (14), and AHCI (1). The most frequently used keywords related to sensory marketing were sensory marketing, consumer behavior, neuromarketing, experiential marketing, touch, and olfaction. This study represents one of the initial endeavors to conduct a comprehensive bibliometric analysis in the field of sensory marketing and map its development. The findings of this research may provide valuable insights for determining future research areas and trends for scholars. [ABSTRACT FROM AUTHOR]

This study's purpose is investigating the impact of scent diffused in stores on brand recognition. In this study, a brand's scent that operates in the garment industry and created specifically for its own brands was used. This scent is spread in the entire store with a special scent-diffuser device. The research data was collected with a face-to-face questionnaire technique with 399 participants who visited a shopping mall in Bolu, Turkey, and were selected by convenience sampling. The scent used by the brand in its stores was sniffed by 399 participants and they were asked questions about measuring the brand recognition. The collected data were transferred to SPSS software and analyzed with factor analysis, ANOVA test, t-test, and mean value calculation. As a result of the analysis, within the scope of the sampling, the ambient scent creates brand recognition. In addition, the recognition of the scent belonging to the brand used in the study was found to be higher with female participants than male participants, with 18-27 age group than the other age groups, with associate degree graduates than the others with different education level and those with monthly income less than 1450 TL than the other income groups. [ABSTRACT FROM AUTHOR]