The present study was conducted with the aim of investigating the coordination of store scent with the mental image of the brand on consumer reactions. This study is an applied study with a descriptive-survey method. The statistical population of this study consists of all customers of luxury restaurants in Tehran (including Khayyam Five-Star International Restaurant Garden, Anar, Deljin, Hills, Nakaya, and Tehran Nights). The sample size is estimated using the available random sampling method and the Cochran formula, which, considering the large number of these people, is estimated to be 384 people. A questionnaire was used in this study to collect data. The content validity of the questionnaire was approved by professors and experts. Convergent validity was also calculated and confirmed. In this study, Cronbach's alpha method was also used and confirmed to determine the reliability of the test. Descriptive and inferential statistical methods (structural equation modeling) were used to analyze the data. The findings indicate that all research hypotheses have been confirmed. In other words, the fit of scent with brand image has a significant positive effect on emotional arousal, perceived atmosphere, perceived pleasure, attitude towards the environment, and customer spending.