Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research

Hutter, Katharina; Hoffmann, Stefan

doi:10.3923/ajm.2011.39.54

Cited by 81 publications

(73 citation statements)

References 40 publications

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“…The relationship between surprise and the dependent variable was not confirmed even though surprise factor was claimed as the root of guerrilla marketing philosophy [24] and the distinguished effect between guerrilla and traditional marketing [56]. Nor did the humor factor.…”

Section: Discussion and Recommendationmentioning

confidence: 99%

“…Unluckily, most are qualitative (exploratory) ones. Until [56], an overall description of the evolution and propositions for future research of guerrilla marketing was given. "Little is known about how different guerrilla measures affect customer attitude towards the advertising and the product" [56].…”

Section: B Measurement Scalesmentioning

confidence: 99%

“…Until [56], an overall description of the evolution and propositions for future research of guerrilla marketing was given. "Little is known about how different guerrilla measures affect customer attitude towards the advertising and the product" [56]. The study captured this notion and filled the gap by incorporating guerrilla marketing and advertising in one place, reflecting on the purpose of exploring consumer perception of guerrilla marketing effects through the most popular medium, i.e.…”

Section: B Measurement Scalesmentioning

confidence: 99%

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The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

Tam¹,

Khương²

2015

IJTEF

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Abstract-The research purpose was to explore guerrilla marketing effects on consumer behavior. Based on previous literature of guerrilla marketing and proposed model frameworks of advertising, the research evaluated consumer perception through their exposure to 20 guerrilla advertisements. Factor Analysis and Multiple Regression were employed to examine such effects. The results showed that creativity, emotion arousal and message clarity had significant effects on purchase intention whereas humor and surprise did not. Academicians may have some insights into the applicability of guerrilla marketing in Vietnam and managers, especially those working in advertising industry, may make use of the results to develop effective marketing strategy to attract and persuade their customers to buy their products.

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Section: Discussion and Recommendationmentioning

confidence: 99%

Section: B Measurement Scalesmentioning

confidence: 99%

Section: B Measurement Scalesmentioning

confidence: 99%

See 1 more Smart Citation

The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

Tam¹,

Khương²

2015

IJTEF

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“…7, No. 12;2014 for the incisiveness of the communication techniques characterised from unusual, unexpected, not regular and unconventional actions (Hutter & Hoffmann, 2011). Today, unlike the American situation of the past, especially big companies use to resort to unconventional actions of guerrilla marketing, as they are attracted also by the effectiveness of these techniques, avoiding the crowding of the conventional channels and to advertise in an original way new products or specific brand values; the guerrilla marketing is based on original and creative ideas, an innovative approach completely different compared to the past, so as to take and understand the phenomenon arising in the society.…”

Section: Unconventional and Guerrilla Marketingmentioning

confidence: 99%

Some Evidence on Unconventional Marketing: Focus on Guerrilla Marketing

Chionne¹,

Scozzese²

2014

IBR

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From years the -postmodern‖ society has registered the transition of the consumer from a passive role to an active one where he is aware and informed on -prosumer‖ or on -value co-creator‖ according to the cooperative concept of the value co-creation put into a win-win logic; the transformation of the society, of the behaviour and the consumption typology have supported the development and the confirmation of particular techniques of communication and marketing which are able to strengthen the tools used for the relationship with the customer as well as the incitement occasion of the subjects that, due to the amount of information which they are involved in, can appear confused and absent-minded. This work analyses, also through the Red Bull case analysis, the potentiality and the role of the unconventional marketing -with particular references to guerrilla marketing, in supporting the communication of companies and creating incentives among the firm and the potential consumers through tools and projects that allow the collection of feedback and information on the market. With the Red Bull case study the authors want highlight the unconventional marketing role in the communication strategy and value co-creation activity. The case highlights the successes of Red Bull Company using unconventional marketing tools to deliver the value proposition toward the customers.

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“…Gerilla Tutundurma (İletişim) araçları arasında tanımlanan Sinsi (Tuzak) Pazarlama (Hutter ve Hoffmann, 2011), sportif, sosyal ya da politik bir etkinlikte resmi sponsor olmadan diğer bir ifadeyle; herhangi bir bedel ödemeden işletmenin etkinlik faydasını kendi üzerinde toplaması, kendi ismini etkinlikle ilgili hale getirmesi olarak tanımlanmaktadır (Argan ve Katırcı, 2004;Drees ve Trautwein, 2008: 109). Sponsorluk harcamalarının yaklaşık dörtte üçü spor alanında yapıldığı bilinmektedir (Nufer, 2013a: 15).…”

Section: Introductionunclassified

Si̇nsi̇ (Tuzak) Pazarlamanin Marka Farkindaliği Ve Tüketi̇ci̇ Davranişlari Üzeri̇ne Etki̇si̇: 2010 Fiba Dünya Şampi̇yonasi Örneği̇

Kelemci¹,

Karapinar²

2016

Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi

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ÖZBu çalışmada 2010 yılında Türkiye'de düzenlenmiş olan FIBA Dünya Şampiyonası'nda meydana gelen sinsi pazarlama faaliyetlerinin etkileri araştırılmaktadır. Çalışma, ilk olarak şampiyona esnasında sinsi pazarlama faaliyetleri uygulayan markaların ve sponsorların marka farkındalığını belirlemeyi amaçlamaktadır. Bununla birlikte sinsi pazarlamaya karşı geliştirilen tüketici tutumuyla bu faaliyeti gerçekleştiren markalara karşı satınalma niyeti açısından tüketici grupları ekseninde farklılaşıp farklılaşmadığı incelenmiştir. Sonuçlar profesyonel-lisanslı sporcu olan ve olmayan tüketicilerin sinsi pazarlama faaliyetleri uygulayan markalara yönelik tutumlarında farklılık olduğu tespit edilmiştir. Sinsi pazarlamaya yönelik tutum ve sinsi pazarlama faaliyetleri uygulayan markalara yönelik satınalma niyeti açısından olumlu bir ilişki olduğu görülmüştür.Anahtar Sözcükler: Pazarlama İletişimi, Sinsi Pazarlama, Marka Farkındalığı, FIBA Basketbol Dünya Şampiyonası 2010 THE EFFECTS OF AMBUSH MARKETING ON THE BRAND AWARENESS AND CONSUMER BEHAVIOR: 2010 FIBA WORLD CHAMPIONSHIP EXAMPLE ABSTRACTThis research studies the effects of ambush marketing activities that occurred in 2010 FIBA Basketball World Cup in Turkey. The study aims to compare the brand awareness of ambusher brands with sponsor brands in this Championship and it also focuses on analyzing whether the attitudes to ambush marketing, brand awareness and purchase tendency towards ambusher brands differ between athletic and non -athletic consumers. The results indicate that attitudes towards ambush marketing of athletes-consumer and non-athletes consumer differ and there is a positive relation between attitudes towards ambush marketing and purchase intention towards ambusher brands.

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Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research

Cited by 81 publications

References 40 publications

The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

Some Evidence on Unconventional Marketing: Focus on Guerrilla Marketing

Si̇nsi̇ (Tuzak) Pazarlamanin Marka Farkindaliği Ve Tüketi̇ci̇ Davranişlari Üzeri̇ne Etki̇si̇: 2010 Fiba Dünya Şampi̇yonasi Örneği̇

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