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Effects Of Guerrilla Marketing On Brand Awareness And Consumers’ Purchase Intention
Abstract and Figures
With the development of the technology, consumers needs and demands has changed. Demands of consumers
have changed faster, consumption has accelerated further. These changes necessitated the use of new marketing
methods instead of modern marketing. Guerrilla marketing is one of these new methods. Guerrilla marketing
that is expressed as a method of combatting competitors by using exceptional promotion methods, nowadays has
become an important competitive tool for companies. Guerrilla marketers aims to create marketing methods that
are dynamic, creative and can adapt to change. For this purpose, they use street graphics, strange events, product
placement and memorable events.
The aim of this study is to examine the effects of guerrilla marketing on brand awareness and consumers’
purchase intention. In the concept of the study, a questionnaire was applied to Gümüşhane University students.
Forms obtained as a result of data collection has been evaluated and a total of 440 questionnaires were included
in the sample. Multivariate Statistical Analysis were used to analyze data. As a result of regression analysis
related to the effects of guerrilla marketing on purchase intention while humour has not a significant effect on
purchase intention, novelty, surprise, aesthetics, relevance, clarity and emotional arousal have significant and
positive effect on purchase intention. According to regression analysis results for brand awareness, all factors
except surprise have positive effect on brand awareness. Also brand awareness has positive effect on purchase
intention .
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... "Guerrilla Marketing" made its first official appearance in 1984 by an American author named Jay Conrad Levinson [1]. He states, that to him, it is an unconventional way to pursue conventional goals [2], a proven method to achieve profits with minimum money [3]. ...
... The conceptual framework Source:Tam & Khuong, (2015);Yildiz, (2016) [8&1] ...
The research purpose was to explore guerrilla Marketing effects on consumer behavior. With the increase in competition in the global markets, several companies face a high Competition for surviving and thus they take a significant advantage in the present market opportunities. Companies try to use many innovative marketing techniques to attain customers quickly. Although Guerrilla marketing is one unique way to achieve this need. Thus, this study primarily investigates the impact of guerrilla marketing on generation Y consumer's purchase intention. The study considers Guerrilla marketing effects as an independent variable with seven appropriate dimensions such as Novelty, Aesthetics, Relevance, Clarity, Humor, Emotional arousal and Surprise and Consumer's purchase intention as the dependent variable. It was conducted in Undergraduates of Eastern University, Sri Lanka during the period between June 2017 and December 2017. 380 undergraduates of Eastern University, Sri Lanka, were taken for this study. Stratified random sampling method was applied. Respondents who are aware and exposed to guerrilla advertising were only considered to administer questionnaires regarding guerrilla marketing effects and consumer's purchase intention. All the data was collected through closed-ended questionnaires, and the analysis was conducted by SPSS Statistics, which are Univariate and Bivariate analysis.
... Model çözümlemesinin ardından yapılan hipotez testi sonuçları aşağıdaki tabloda gösterilmiştir (Tablo 6). (Cheung vd., 2009;Trusov vd., 2009;Chi vd., 2009;Zamil, 2011;Jalilvand vd., 2011;Lo, 2012;Podnar ve Javernik, 2012;Jalilvand ve Samiei, 2012;Malik vd., 2013;Ahmad vd., 2014;Khan vd., 2015;Yıldız, 2017) çalışmalar elde edilen sonuçlar ile paralellik göstermektedir. Elde edilen tüm bu bulgulardan yola çıkarak, kurulan modelin güvenilir, geçerli ve literatür tarafından desteklendiğini söylemek mümkündür. ...
Bu çalışma gelen pazarlamayı tanımlayarak pazarlama çabaları üzerindeki etkisini belirlemeyi amaçlamaktadır. Araştırmanın hedef kitlesini herhangi bir ürün ya da hizmet satın almadan önce internet üzerinde araştırma yapan tüketiciler oluşturmuştur. Araştırma verileri online anket aracılığıyla toplanmıştır. Hedef kitleye ulaşabilmek için, ankete konulan eleme sorusuna "Hayır" cevabı verenler ile hatalı yanıt veren katılımcılar analizden çıkarılmıştır. Bu eleme sonucunda toplam 499 anket analiz edilmiştir. Toplanan verilerin güvenilirlikleri Cronbach Alfa Katsayısı ile geçerlilikleri ise Faktör Analizi ile test edilmiştir. Oluşturulan hipotezler Yapısal Eşitlik Modeli ile test edilmiştir. Yapılan analizler neticesinde genel olarak gelen pazarlamanın (görünürlük yönetimi, aktif dinleme, topluluk oluşturma ve canlı iletişim) ağızdan ağıza pazarlama, marka bilinirliği ve satın alma niyeti üzerinde pozitif etkisinin olduğu sonucuna ulaşılmıştır. Oluşturulan hipotezlerden yalnızca "Bir firmanın canlı iletişiminin satın alma niyeti üzerinde pozitif yönde etkisi vardır." hipotezi desteklenememiştir. Yerli literatürümüzde konu ile ilgili sınırlı sayıda çalışmanın bulunması, yabancı literatürde ise konunun genelde nitel olarak ele alınmış olması ve nicel çalışmaların az sayıda olması çalışmanın önemini ortaya koymaktadır.
... Current research highlights how guerrilla marketing is implemented in financial organizations as guerrilla marketing to satisfy user needs. Yildiz (2016) mentioned guerrilla marketing, which can be an inexpensive and highimpact way to connect with consumers apply different marketing methods, changing traditional marketing methods. Guerrilla marketing focuses on it psychology and human behaviour; ...
The article analyzes the concepts of guerrilla marketing, guerrilla marketing advantages and disadvantages, the guerrilla marketing tools, and marketing in financial institutions. The purpose of the article is to evaluate the tools of guerrilla marketing in financial institutions. Guerrilla marketing is a powerful tool to influence consumer behavior, stimulate sales, do non-traditional advertising, promote competition, meet consumer needs, raise awareness of a product or service, and creative advertising for which a certain budget is required. Guerrilla marketing is based on creativity. Guerrilla marketing is a quick way to promote a brand. Guerrilla marketing doesn't require a lot of investment in an effective marketing campaign when imagination, energy, creativity, time and information suffice. Guerrilla marketing benefits small businesses. Guerrilla marketing requires a small investment to reach the target audience. During guerrilla marketing, people are involved in, or become participants in, guerrilla marketing. Information will be available in a short time. Guerrilla marketing builds strong customer relationships. It is shown that the benefit comes to the consumer, not the business. Guerrilla marketing usually promotes an unusual way of remembering a company’s brand, product, or service deep in customers ’minds. Guerrilla marketing is one of the most innovative practices that can be used to effectively educate consumers about a brand and its benefits. It uses the least amount of money to reach customers, emphasizes creativity and a long-term vision to make a lasting impact on consumers. The article examines guerrilla marketing, which has several key tools for market exposure: a one-on-one offer, which is one of the oldest ways to increase sales - just a casual person trying to sell a product, this method is effective and beneficial in that you can interact with potential customers about their needs and approach to the product; another tool used is a business card, which we can use as a promotional tool, because on the second side of the business card you can briefly describe the services provided, product benefits and other useful information, the next step is to write personal letters to offer and provide your services, and letters or calls should be as individual as possible; the last step could be simply advertising, as there are many online advertising portals where you can place ads for free, so you should take advantage of that. It is emphasized that such tools can be effective because people who read such ads are usually already looking for a similar product. The aim of the research is to investigate the methods and practice of using guerrilla marketing tools in financial services organizations. The paper is based on analysis of scientific literature and case studies. The study includes an analysis of the theoretical literature as well as a case study and comparative analysis. Therefore the key to guerrilla marketing is to become an effective tool in a highly competitive environment where consumer behavior is rapidly changing as a by-product of technological advances and the contemporary internet media. Moreover guerrilla marketing in the financial sector is a marketing technique that creates enthusiasm and engagement with the target audience. Financial guerrilla marketing really sets it apart from traditional forms of marketing - it focuses on a smaller market segment and the smaller budgets needed to run a successful campaign. In addition, advertisements for guerrilla financial services are acceptable. Random outdoor marketing is non-standard outdoor advertising. Ambient advertising is placed on street manhole covers, cranes, pizza boxes, free postcards in bars and elsewhere. All of this is somewhat unusual.
... In the first part, there are questions about the demographic characteristics of the participants and in the second part, there are 19 statements regarding the consumer perception about the guerrilla marketing methods of the enterprises. The questionnaire used in the research consists of the questionnaires prepared from the previous studies (Memişoğlu, 2014;Yıldız, 2016) and the literature given in the bibliography. Also, the questionnaire was developed by adapting 19 measurement questions, because they are relevant to the scope of the research. ...
In developing technology and differentiating markets, businesses have resorted the way of increasing their competitiveness by taking advantage of new marketing methods in order to stand out in the market. Within this context, companies have started to use different marketing strategies in order to be more effective in the market and to maintain their presence and awareness in different ways. Guerrilla marketing is an important marketing technique that small and medium-sized businesses are using with minimum marketing investments in extraordinary ways at unexpected times to attract attention of the target audience in today's increasingly competitive environment. This study focuses on guerrilla marketing which is an important marketing technique that small and medium-sized enterprises (SMEs) have applied, using unusual methods, in unexpected times, with minimum marketing investments to attract the attention of target audience in today's increasingly competitive environment. In order to determine the consumer perception about guerrilla marketing methods, a survey was applied to 384 people living in İzmir. Factor analysis was applied to the obtained survey data in SPSS 22 statistics program. Three results were obtained. 'Extraordinary' has been identified as the most important factor. The second important factor is 'Interesting and surprising', and the final factor is 'Communication'. Kolmogorov Smirnov test was conducted to determine which tests should be performed on the sub-dimensions of the scale of Consumer Perception on Guerrilla Marketing Methods (SCPGMM). It was determined that the distribution was not normal and Kruskal Wallis and Mann Whitney U tests were applied to the sub-dimensions of SCPGMM. According to the test results, It has been determined that the "Extraordinary" (F1) sub-dimension of the SCPGMM sub-dimensions varies according to gender, age, education and marital status; the "interesting and surprising" (F2) sub-dimension varies according to the education and the "Communication" (F3) sub-dimension varies according to gender and marital status.
This paper studies the effect of self-construal on consumers’ purchase intention of products that vary in visual novelty, its underlying mechanism and boundary conditions. Specifically, we propose that products with low (high) visual novelty should increase the purchase intention among interdependent (independent) consumers through decreased social risk perception (increased consumer needs for uniqueness). In addition, the interaction between visual novelty and self-construal should be reduced when product type (hedonic and utilitarian) is made salient. This is because all consumers should prefer utilitarian products with low visual novelty but prefer hedonic products with high visual novelty, regardless of self-construal. Three experiments provide empirical support for these predictions.
Study 1 uses 2 (visual novelty: low/high) × 2 (self-construal: independent/interdependent) between-subjects design. A night-light with an ambiguous product type is selected as the stimulus in the form of a color print advertisement. We recruit 112 participants, design different models, distribute product pictures with different appearances, and use an existing scale to measure participants' self-construal. We confirm the interaction between visual novelty and self-construal on purchase intention.
Study 2 uses a similar between-subjects design, and a wrist-watch with an ambiguous product type as the stimulus. We recruit 140 participants and manipulate the product’s visual novelty and self-construal. Consistent with our prediction, we find an interaction between self-construal and visual novelty on consumers’ purchase intention. In addition, we provide supporting evidence for the proposed mechanism for the interaction effect that is due to consumer needs for uniqueness and perceptions of social risks.
Study 3 uses a 2 (visual novelty: low/high) × 2 (self-construal: independent/interdependent) x 2 (product type: hedonic/utilitarian) between-subjects design, to test the moderating effect of product type. Product visual novelty and self-construal are manipulated in similar manners as in Study 2. Desk-lamp is used as the stimulus. In order to minimize confounds, we manipulate the product type and verify our manipulation in a pretest. In another pretest we also verify the effectiveness of the visual novelty manipulation and rule out the potential confound of functional novelty. We recruit 302 participants for this study. The results provide support for the moderating effect of product type. Specifically, we find that, regardless of self-construal, all consumers prefer a utilitarian product with lower appearance novelty, but prefer a hedonic product with higher appearance novelty. In addition, these effects are mediated by consumer needs for uniqueness and perceptions of social risks.
In summary, the results of three studies provide convergent evidence for an interaction between self-construal and product visual novelty on consumers' purchase intention, the moderating effect of product type, and the underlying mechanism due to consumer needs for uniqueness and social risk perceptions.
The study is to investigate resellers' point of view about the impact of brand awareness, perceived quality and customer loyalty on brand profitability and purchase intention. Further the study is also focused on finding out the mediating role of purchase intension on the relationship of brand awareness and profitability, perceived quality and profitability and brand loyalty and profitability. The study was causal in nature and data was collected from 200 resellers. The results showed insignificant impact of brand awareness and loyalty whereas significant impact of perceived quality on profitability. Further the results revealed significant impact of brand awareness, perceived quality and loyalty on purchase intention. Sobel test for mediation showed that purchase intension mediates the relationship of the perceived quality and profitability only.
The internet has developed into a new distribution channel and online trading is
increasing rapidly in a decade. This has created a need for us to understand how the consumer
perceives online purchases.Online marketing techniques are the art and science of selling
products or services over digital networks, such as the Internet and cellular phone networks.
Internet in the consumer decision-making process ensures that marketer to make greater use of
this tool, while consumers are changing or challenging traditional pattern of supply of the
commercial websites.
The main aim of this study is to investigate the association of guerrilla marketing on consumer buying behavior.
Guerrilla advertising is one of the growing marketing techniques which are used by advertising industry that
makes a use of unusual or unconventional means of promoting the product to the market. Questionnaires are
utilized and administered in the process of collecting data on the primary level. We floated a total of 230
questionnaires out of which we got appropriate answers of 200 questionnaires that consumer-buying behavior is
greatly affected by guerrilla advertisement. The nature of this research is causal. The buying behavior of
consumer is taken as a dependent variable and guerrilla advertising as an independent variable. We have two
variables Dependent and Independent variable. We alienated independent variable into their sub variables as
marketing activities, promotional activities, man vs. information, annoyance, low budget ads and ads. Dependent
variable sub divided into convincing power, billboards and buying behavior, according to the questions present
in our questionnaire. Response rate of 86.95% was reported. This is a causal research therefore we will use the
simple regression model to check the significance effect of guerrilla marketing on consumer buying behavior.
On the basis of our research it has been found that there is a significant impact of guerrilla advertising on
consumer buying behavior.
The purposes of the study are to explore the effects among brand awareness, perceived qualit y, brand loyalty and customer purchase intention and mediating effects o f perceived quality and brand loyalty on brand awar eness and purchase intention. The samples are collected from cellular phone users living in Chiyi, and the resea rch adopts regression analysis and mediating test to examine t he hypotheses. The results are: (a) the relations a mong the brand awareness, perceived quality and brand loyalty for purchase intention are significant and positive eff ect, (b) perceived quality has a positive effect on brand loyalty, (c) perceived quality will meditate the effects betwee n brand awareness and purchase intention, and (d) brand loyalty will mediate the effects between brand awareness and pur chase intention. The study suggests that cellular phone manufacturer s ought to build a brand and promote its brand awar eness through sales promotion, advertising, and other marketing a ctivities. When brand awareness is high, its brand loyalty will also increase. Consumers will evaluate perceived quality of a product from their purchase experience. As a result, brand
This research aims at analyzing and investigation of role of brand and guerrilla marketing in keeping and increasing purchasing portfolio of customer in Iran"s SME and in this respect three hypothesizes are developed. For doing of this research after exploration of models and approaches in brand questionnaire and guerrilla marketing were used for customers of company. The conceptual model based on primary and sub hypothesizes were designed. For gathering data, two questionnaires were used for integration of guerrilla marketing and brand awareness. The research hypotheses were tested by correlation test, all the hypotheses were verified. The sequences of priorities in brand awareness were marketing budget, perceived quality of main product of one brand, perceived proportion of main product of one brand. There was a significant relationship between guerrilla marketing and brand awareness in Iran's SME. Also it was concluded that substitution capability of main product of one brand with mean of 1.73, perceived proportion of main product of one brand by mean of 2.04, marketing budget item by mean of 2.99 and, perceived quality of main product of one brand with mean of 3.10 were first to fourth priority respectively.