The effects of guerrilla marketing on geny's purchase intention : A study in Ho Chi Minh city

Abstract

The research purpose was to explore guerrilla marketing effects on consumer behavior. Based on previous literature of guerrilla marketing and proposed frameworks of advertising, the research evaluated consumer perception through by exposing them 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 impacts on purchase intention whereas humor and surprise did not. An in-depth discussion about the scales and the findings were made. 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 more products. Keywords: Guerrilla Marketing, Guerrilla Advertising, Purchase Intention