Impacts of Guerrilla Marketing on Consumer Perceptions

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Global Journal of Management and Business Research
Volume 11 Issue 7 Version 1.0 July 2011 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Print ISSN: 0975-5853

Impact of Guerrilla Marketing on Consumer Perception
By Mohsin Shakeel, Muhammad Mazhar Khan
University of Lahore Islamabad Campus Pakistan Abstracts - Purpose : Guerilla marketing is one of the growing marketing techniques which are used in advertising industry. Stealth marketing is also a most popular technique use in the Guerilla marketing. There are number of techniques are used in stealth marketing in which one technique, celebrity marketing is in practice mostly by the market leaders. This paper seeks to find the significant effect of the Guerilla marketing on the consumer perception. Methodology : After reviewing the literature of celebrity marketing and consumer perception, we develop a questionnaire for the population of 300 graduate and post graduates’ students of universities and colleges in Islamabad and we select a random sample of 60 students. We take the consumer perception as a dependent variable and celebrity marketing as an independent variable. We use the simple regression model to check the significant effect of celebrity marketing on consumer perception. For the study we get the value of “R” is 0.945. Findings : The value of “R” which is 0.945 which shows that celebrity marketing has a significant effect on consumer perception. Originality/ Value : This paper design on quantitative analysis to examine in what way celebrity marketing which is used in ad industry in cellular industry in Pakistan effectively used in molding the perception of a consumer in reaching buying decision.

Keywords : Guerilla marketing, Celebrity marketing, Advertising, Consumer perception GJMBR-A Classification : JEL Code: M31

Impact of Guerrilla Marketing on Consumer Perception
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© 2011 . Mohsin Shakeel, Muhammad Mazhar Khan.This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all noncommercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

Impact of Guerrilla Marketing on Consumer Perception
Abstract - Purpose : Guerilla marketing is one of the growing marketing techniques which are used in advertising industry. Stealth marketing is also a most popular technique use in the Guerilla marketing. There are number of techniques are used in stealth marketing in which one technique, celebrity marketing is in practice mostly by the market leaders. This paper seeks to find the significant effect of the Guerilla marketing on the consumer perception. Methodology : After reviewing the literature of celebrity marketing and consumer perception, we develop a questionnaire for the population of 300 graduate and post graduates’ students of universities and colleges in Islamabad and we select a random sample of 60 students. We take the consumer perception as a dependent variable and celebrity marketing as an independent variable. We use the simple regression model to check the significant effect of celebrity marketing on consumer perception. For the study we get the value of “R” is 0.945. Findings : The value of “R” which is 0.945 which shows that celebrity marketing has a significant effect on consumer perception. Originality/ Value : This paper design on quantitative analysis to examine in what way celebrity marketing which is used in ad industry in cellular industry in Pakistan effectively used in molding the perception of a consumer in reaching buying decision

Keywords : Guerilla marketing, Celebrity marketing, Advertising, Consumer perception I.

n the scientific era, no one can be left without experiencing the influence of marketing communication has on our lives. The...
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