Book Details

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The purpose of this research is to explore how the use of guerrilla marketing affects consumer behavior in terms of brand attitude, brand image and wordof-mouth. We conduct an experiment through survey to determine if guerilla marketing campaigns are perceived as being more credible and creative than traditional marketing campaigns Furthermore, these determinants are used as instruments to study the effect on brand attitude, brand image and word-of-mouth. The study is exploratory and the chosen method is a qualitative data collection and it was based on marketing and consumer behavior theories. The findings indicate that guerrilla marketing campaigns affect all consumer behavior elements, studied in our thesis, more than their equivalent traditional marketing campaigns.