guerrilla marketing thesis

A substantial characteristic of guerilla marketing, which helps and acts as a prerequisite to conduct and invent marketing campaigns and which creates a surprise effect or a word-of-mouth effect, is the strong orientation towards psychology. (Levinson 2011, 31; Behal et al. 2014, 3).

This thesis has made a qualitative research of guerrilla marketing, since this approach is recommended to use when one wants to interpret a phenomenon, like guerrilla marketing. It is about interpreting situations, feelings and try create understanding of the interviews (Thuren, 1991).

The purpose of this thesis is to explore how the use of guerrilla marketing affects consumer behavior in terms of brand attitude, brand image and purchase intention. Moreover, the effect on Word-of-Mouth will be explored, as this is a crucial implication if the guerrilla campaign is to be perceived as successful.

This thesis aims to explore the role of guerrilla advertising on consumers' advertisement attitudes and purchase intentions on a Turkish sample and related literature. ... Guerrilla marketing is an important marketing technique that small and medium-sized businesses are using with minimum marketing investments in extraordinary ways at ...

This thesis makes contribution by its empirical findings about cross-cultural perceptiveness of ideas, displayed by guerrilla marketing. We found that close to this research is the study of ... guerrilla marketing, its connection with new ventures, and critically analyzes the possible methods and situations in which it can be applied. In this ...

This thesis builds a common ground in Guerilla Marketing through clearing up the field. Guerilla Marketing is defined and an overall model is presented that integrates previous efforts ...

The purpose of this thesis is to give an overview of the concept of guerilla marketing. Additionally, this thesis describes its application within the marketing mix and its instruments and informs about the benefits that it can offer compared to traditional marketing, as well as about the difficulties in conducting guerilla marketing campaigns.

guerrilla marketing techniques can be applied at any phase of a product lifecycle (Keller & Kotler, 2016). The most powerful weapon of guerrilla marketing is a competitive advantage,

The exponential progression of guerrilla marketing from its stature as a mere low-cost method used by small and unestablished enterprises to acceptance by major and established players, as well as the blending of street-based approaches and digital technologies, make the concept arduous to delineate (Dahlén et al., 2009).

Guerrilla promoting is a forefront technique in thing showcasing that uses offbeat or exceptional. strategies for raising the thing to the market. This advancing style relies seriously upon capricious advertising. technique, high energy and innovative brain. Guerrilla advertising incorporates odd philosophies, for instance,

This thesis aims to explore the role of guerrilla advertising on consumers' advertisement attitudes and purchase intentions on a Turkish sample and related literature. Interpreted as a breath of fresh air and a differential approach on advertising, guerrilla advertising has been implemented by relevant people in their operations in order to ...

The R Square value based on Table 3 is at 0.339 and the a djusted R -Square. Value is 0.336, which indicates that there is a moderate relationship bet ween guerrilla marketing effects and ...

Guerrilla marketing is an umbrella term for unconventional advertisement campaigns which aim at drawing the attention of a large number of recipients to the advertising message at comparatively little costs by evoking a surprise effect and a diffusion effect. In this way, guerrilla marketing campaigns are highly efficient in terms of the ratio ...

The literature section started with brand equity in two areas of the consumers' side, which were brand awareness and perceived quality. It showed the connection of the organization's image on consumers with the value of branding. The theory continued with guerrilla marketing and focused on its characteristics.

BACHELOR THESIS Guerilla Marketing John Hjalmarsson Ludvig Rosenstam Åhman Bachelor of Science in Business and Economics Business Administration ... guerilla marketing as a way of reaching traditional goals with untraditional methods, such as using creativity instead of money. Levinson's work has also been used in articles such as:

Thesis Date : January 2011. I certify that this thesis satisfies all the requirements as a thesis for the degree of Master of Arts. Head of Department. This is to certify that I have read this thesis and that in my opinion it is fully adequate, in scope and quality, as a thesis for the degree of Master of Arts.

The Effectiveness of Guerrilla Marketing. January 2014. Thesis for: MA in Integrated Marketing Communication. Advisor: Mark Camilleri. Authors: Mark Camilleri. Catia Costa. University of London ...

Fattal, Alexander Leor. 2014. Guerrilla Marketing: Information War and the Demobilization of FARC Rebels. Doctoral dissertation, Harvard University. According to the Colombian Ministry of Defense nearly 17,000 members of the Revolutionary Armed Forces of Colombia (FARC) demobilized between 2003 and 2013, this dissertation examines the way the ...

the concepts of guerrilla marketing and brand image, as well as provide examples of both guerilla marketing research and brand image communicated through such alternative strategies. In chapter 3, a proposed conceptual framework that was developed through reviewing research on guerrilla marketing and brand image communication is presented ...

The study concludes that guerrilla marketing techniques play a significant role in product promotions. Selam (2019) investigated the effect of guerrilla advertising on consumer's ad attitude and ...

This work provides readers with an insight into the phenomenon of Guerilla Marketing. The objective of this thesis is to examine how guerilla marketing is structured in practice. I aim at achieving the goal by giving detailed characteristics of Guerilla marketing using academic data research and empirical part of the study.

1 INTRODUCTION In this section, guerrilla marketing and its origins are introduced, problems associated with its usage are mentioned, the research purpose is explained (along with the research questions) and thesis structure and organization are briefly outlined. 1.1 Background In present times, the nature of marketing is being changed. An increasing number of sensory-intensive adverts ...