International Journal of Business and Economics Volume 24, No. 3 December, 2025

Extending the Link Between Ambient Scent, Emotional Brand Attachment, and Brand Loyalty: A Moderated Serial Mediation Model

Ragu Prasadh Rajendran

School of Management, Presidency University, Bengaluru, India

Abstract

This study examines the role of ambient scent in forming brand loyalty. This study proposes a moderated serial mediation model to investigate the roles of emotional states, emotional brand attachment, and fear of missing out. Drawing on the Stimulus-Organism-Response paradigm, the model suggests that emotional states and emotional brand attachment mediate the effect of ambient scent on brand loyalty. Moreover, fear of missing out moderates the serial mediating effect of emotional states and emotional brand attachment between ambient scent and brand loyalty. This research advances the current understanding of the brand loyalty literature concerning ambient scent, emotional states, emotional brand attachment and fear of missing out. It provides an important ground where marketing managers can use ambient scent to create emotional experiences to foster brand loyalty. Implications for practice and directions for future research are discussed.

Keywords：Ambient Scent, Emotional States, Emotional Brand Attachment, Fear of Missing Out, Brand Loyalty

JEL Classifications：M30, M31, M37, O31

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