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This article argues that celebrities provide cues on products\u2019 sensorial characteristics that have been so far disregarded by extant literature. By choosing perfume as a complex experience product, twenty-seven participants from three countries were interviewed in order to find how endorsers could assist e-shoppers to identify fragrant characteristics in the absence of the real scent. The results of the qualitative content analysis reveal that endorsers\u2019 personality traits and lifestyle could act as predictor of the type of scent. Scent categorization based on such traits are presented. This article provides valuable contributions to both researchers and practitioners interested in online sales of experience goods. Limitations and avenues for future search are also provided.<\/jats:p>","DOI":"10.2478\/mmcks-2019-0022","type":"journal-article","created":{"date-parts":[[2019,10,25]],"date-time":"2019-10-25T05:04:17Z","timestamp":1571979857000},"page":"304-317","source":"Crossref","is-referenced-by-count":2,"title":["Scents of celebrities: Endorsers\u2019 impact on buyers\u2019 online perfume purchase"],"prefix":"10.2478","volume":"14","author":[{"given":"Mehdi","family":"Mahdavi","sequence":"first","affiliation":[{"name":"Islamic Azad University of Tehran , Tehran , Iran"}]},{"given":"Belem","family":"Barbosa","sequence":"additional","affiliation":[{"name":"GOVCOPP, ISCA-UA, University of Aveiro , Aveiro , Portugal"}]},{"given":"Za\u00edla","family":"Oliveira","sequence":"additional","affiliation":[{"name":"Unichristus University Center and Fametro University Center , Fortaleza , Brazil"}]},{"given":"Valentina","family":"Chkoniya","sequence":"additional","affiliation":[{"name":"University of Aveiro , Aveiro , Portugal"}]}],"member":"374","published-online":{"date-parts":[[2019,10,24]]},"reference":[{"key":"2026021112131467708_j_mmcks-2019-0022_ref_001_w2aab3b7b4b1b6b1ab1ab1Aa","doi-asserted-by":"crossref","unstructured":"Atkin, C., & Block, M. 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