Effects of Guerrilla Marketing on Brand Equity

9 Pages Posted: 23 Jan 2012

See all articles by Arnaud Prevot

Arnaud Prevot

Blue Mountain Community College; affiliation not provided to SSRN

Date Written: 2009

Abstract

Guerrilla Marketing is a means to gain maximum exposure through minimal cost to the company. While there is a clear positive effect on the bottom line, the net effect on the brand's equity as perceived by the consumer had yet to be fully analyzed. The author contends that the effect will depend not only on how the consumers will perceive how they are being marketed to, through Guerrilla Marketing, but also depends on the medium used by the campaign. The author argues that the effects on brand equity can be either positive, negative or neutral. Being built on the element of surprise, Guerrilla Marketing tactics can often be praised for their originality, or blamed for being a nuisance, or a danger to local communities.

Keywords: Marketing, Guerilla Marketing, Guerrilla Marketing, Strategy, Branding, Brand Equity

JEL Classification: M30

Suggested Citation

Prevot, Arnaud and Prevot, Arnaud, Effects of Guerrilla Marketing on Brand Equity (2009). Available at SSRN: https://ssrn.com/abstract=1989990 or http://dx.doi.org/10.2139/ssrn.1989990

Arnaud Prevot (Contact Author)

Blue Mountain Community College ( email )

2411 NW Carden Ave
Pendleton, OR 97801

affiliation not provided to SSRN

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