Guerrilla marketing trends for sustainable solutions: evidence from SEM-based multivariate and conditional process approaches
Abstract
In today’s competitive environment, the marketing is an imperative tool for the survival and sustainable growth of any business or product. The objective of the undertaken research is to investigate the guerrilla marketing techniques for small and medium enterprises (SMEs), and their impact on consumers’ purchase decision. Researchers have also the aim to examine the impact of brand awareness and technology as mediating and moderating variables respectively in the guerrilla marketing process. A survey is undertaken by potential consumers through structured questionnaire via a quantitative method of inquiry. The data is analyzed mainly through; SEM-based structural modelling such as exploratory and confirmatory factors analysis, and conditional process analysis. The results unveil that guerrilla marketing techniques consisting of viral marketing, strange occurrences, street graphics, and memorable events have a positive and significant influence on the purchase decision. Findings of the undertaken research further demonstrated that brand awareness is a potent mediating variable that significantly enhances the influence of purchase decision, and technology played a vital role as a moderator that has a cogent impact between guerrilla marketing techniques and purchase decision of consumers. Thus, the empirical testing confirmed the importance of modified model of guerrilla marketing, which will be benefitted to both marketing practitioners and future researchers.
Keyword : guerrilla marketing techniques, street graphics, strange occurrences, memorable events, viral marketing, brand awareness, technology, SEM-based multivariate approaches
How to Cite
Ahmed, R. R., Qureshi, J. A., Štreimikienė, D., Vveinhardt, J., & Soomro, R. H. (2020). Guerrilla marketing trends for sustainable solutions: evidence from SEM-based multivariate and conditional process approaches. Journal of Business Economics and Management, 21(3), 851-871. https://doi.org/10.3846/jbem.2020.10730
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120. https://doi.org/10.2307/41165845
Adeniyi, A., & Ige, F. L. (2013). Guerrilla marketing: a sustainable tool for entrepreneurs and marketing practitioners. Journal of Science and Science Education, 4(1), 44–54.
Ahmad, N., Ahmed, R. R., Jahangir, M., Moghani, G., Shamim, H., & Baig, R. (2014). Impacts of Guerrilla advertising on consumer buying behaviour. Information and Knowledge Management, 4(8), 45–52.
Ahmed, R. R., Vveinhardt, J., & Štreimikienė, D. (2017). Interactive digital media and impact of customer attitude and technology on brand awareness: evidence from the South Asian Countries. Journal of Business Economics and Management, 18(6), 1115–1134. https://doi.org/10.3846/16111699.2017.1400460
Alena, K. (2012). Guerilla marketing new concept in practice sport master case (Bachelor Thesis). Mikkeli University of Applied Sciences.
Armstrong, G., & Kotler, P. (2005). Marketing: an introduction (7th ed.). Prentice Hall.
Baltes, G., & Leibing, I. (2008). Guerrilla marketing for information services? New Library World, 109(1/2), 46–55. https://doi.org/10.1108/03074800810845994
Blair, M. K. (2017). Using digital and social media platforms for social marketing. Oxford University Press. https://doi.org/10.1093/med/9780198717690.003.0012
Byrne, B. M. (2013). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Routledge. https://doi.org/10.4324/9781410600219
Carter, S. M. (2003). Going below the line: Creating transportable brand for Australia’s dark market. Tobacco Control, 12(3), 87–94. https://doi.org/10.1136/tc.12.suppl_3.iii87
Chitra, K., & Sasikala, K. (2016). Social media marketing strategies for enhancing brand awareness: a study with reference to select start-ups. Asian Journal of Research in Social Sciences and Humanities, 6(9), 1081–1095. https://doi.org/10.5958/2249-7315.2016.00856.X
Dinh, T. D., & Mai, K. N. (2016). Guerrilla marketing’s effect on Gen Y’s word-of-mouth intention – a mediation of credibility. Asia Pacific Journal of Marketing and Logistics, 28(1), 4–22. https://doi.org/10.1108/APJML-06-2015-0102
Edge, C. (2018). Engage in free and Guerrilla marketing. In Build, run, and sell your apple consulting practice (pp. 199–227). Charles Edge. https://doi.org/10.1007/978-1-4842-3835-6_7
Emory, C. W., & Cooper, D. R. (1991). Business research methods (4th ed.). Irvin.
Fattal, A. L. (2018). Guerrilla marketing: counterinsurgency and capitalism in Columbia. University of Chicago Press. https://doi.org/10.7208/chicago/9780226590783.001.0001
Filipovic, J. (2015). Brand awareness and buying intention in the online environment. Marketing, 46(4), 277–284. https://doi.org/10.5937/markt1504277F
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Gupta, H., & Singh, S. (2017). Sustainable practices through green guerrilla marketing – an innovative approach. Journal on Innovation and Sustainability, 8(2), 61–78. https://doi.org/10.24212/2179-3565.2017v8i2p61-78
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice Hall.
Hilton, K. (2015). The science of sensory marketing, Harvard Business Review, 93(3), 28–31.
Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeatpurchase product. Journal of Consumer Research, 17(2), 141–148. https://doi.org/10.1086/208544
Huang, J. H., Lee, B. C. Y., & Ho, S. H. (2004). Consumer attitude toward grey market goods. International Marketing Review, 21(6), 598–614. https://doi.org/10.1108/02651330410568033
Hutter, K., & Hoffmann, S. (2011). Guerrilla marketing: The nature of the concept and propositions for further research. Asian Journal of Marketing, 5(2), 39–54. https://doi.org/10.3923/ajm.2011.39.54
Iqbal, S., & Lohdi, S. (2015). The impacts of Guerrilla marketing on consumer’s buying behaviour: a case of beverage industry of Karachi. Arabian Journal of Business and Management Review, 6(2), 1–7.
Kadyan, A., & Aswal, C. (2014). New buzz in marketing: go viral. International Journal of Innovative Research & Development, 3(1), 294–297.
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36. https://doi.org/10.1007/BF02291575
Keller, K. L., & Kotler, P. (2016). Marketing management (15th global ed.). Pearson Education Ltd.
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Pearson Education Ltd.
Khare, A. K. (2017). Guerrilla marketing – innovative and futuristic approach towards marketing. International Journal of Advanced Engineering, Management and Science, 3(5), 421–426. https://doi.org/10.24001/ijaems.3.5.3
Kline, R. B. (2016). Methodology in the social sciences: Principles and practice of structural equation modeling (4th ed.). Guilford Press.
Kotler, P. (2004). Marketing management (11th ed.). Prentice Hall.
Kotler, P., Jain, D. C., & Maesincee, S. (2001). Marketing moves: a new approach to profits, growth, and renewal (1st ed.). Harvard Business Review Press.
Krautsack, D. (2008). Ambient media-how the world is changing. Admap Magazine, 488, 24–26.
Krstić, A., & Đurđević, B. (2017). Social media marketing. Marketing, 48(4), 254–260. https://doi.org/10.5937/Markt1704254K
Levinson, C. J. (1984). Guerrilla marketing: secrets of making big profit from your small business (3rd ed.). Houghton Mifflin Company.
Levinson, J. C. (2007). Guerrilla marketing: easy and inexpensive strategies for making big profits from your small business (4th ed.) Houghton Mifflin Company.
Levinson, J. C., & Rubin, C. (1996). Guerrilla marketing online weapons: 100 Low-cost, high-impact weapons for online profits and prosperity (1st ed.). Houghton Mifflin Company.
Ling, K. C., Piew, T. H., & Chai, L. T. (2010). The determinants of consumers’ attitude towards advertising. Canadian Social Science, 6(4), 114–126.
Moor, C. M., Doherty, A. M., & Doyle, S. A. (2010). Flagship stores as a market entry method: The perspective of luxury fashion retailing. European Journal of Marketing, 44, 139–161. https://doi.org/10.1108/03090561011008646
Moor, E. (2003). Branded spaces: the scope of new marketing. Journal of Consumer Culture, 3, 39–60. https://doi.org/10.1177/1469540503003001929
Onurlubaş, E. (2017). A research on the determination of consumer perceptions related to guerrilla marketing methods: sample of izmir province. EMAJ: Emerging Markets Journal, 7(1), 31–40. https://doi.org/10.5195/EMAJ.2017.124
Powrani, K., & Kennedy, F. B. (2018). The effects of Guerrilla marketing on generation y consumer’s purchase intention. Asian Journal of Economics, Business and Accounting, 7(1), 1–12. https://doi.org/10.9734/AJEBA/2018/39068
Qureshi, J. A., Qureshi, M. S., & Qureshi, M. A. (2018). Mitigating risk of failure by expanding family entrepreneurship and learning from international franchising experiences of johnny rockets: a case study in Pakistan. International Journal of Experiential Learning & Case Studies, 3(1), 110– 127. https://doi.org/10.22555/ijelcs.v3i1.1972
Saunders, M. N. (2011). Research methods for business students (5th ed.). Pearson Education.
Shakeel, M., & Khan, M. M. (2011). Impact of Guerrilla marketing on consumer perception. Global Journal of Management and Business Research, 11(7), 46–54.
Sula, T., & Banyar, M. (2015). An empirical study of public perceptions on ambient media. International Journal of Strategic Innovative Marketing, 2(4), 49–64. https://doi.org/10.15556/IJSIM.02.04.004
Adeniyi, A., & Ige, F. L. (2013). Guerrilla marketing: a sustainable tool for entrepreneurs and marketing practitioners. Journal of Science and Science Education, 4(1), 44–54.
Ahmad, N., Ahmed, R. R., Jahangir, M., Moghani, G., Shamim, H., & Baig, R. (2014). Impacts of Guerrilla advertising on consumer buying behaviour. Information and Knowledge Management, 4(8), 45–52.
Ahmed, R. R., Vveinhardt, J., & Štreimikienė, D. (2017). Interactive digital media and impact of customer attitude and technology on brand awareness: evidence from the South Asian Countries. Journal of Business Economics and Management, 18(6), 1115–1134. https://doi.org/10.3846/16111699.2017.1400460
Alena, K. (2012). Guerilla marketing new concept in practice sport master case (Bachelor Thesis). Mikkeli University of Applied Sciences.
Armstrong, G., & Kotler, P. (2005). Marketing: an introduction (7th ed.). Prentice Hall.
Baltes, G., & Leibing, I. (2008). Guerrilla marketing for information services? New Library World, 109(1/2), 46–55. https://doi.org/10.1108/03074800810845994
Blair, M. K. (2017). Using digital and social media platforms for social marketing. Oxford University Press. https://doi.org/10.1093/med/9780198717690.003.0012
Byrne, B. M. (2013). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Routledge. https://doi.org/10.4324/9781410600219
Carter, S. M. (2003). Going below the line: Creating transportable brand for Australia’s dark market. Tobacco Control, 12(3), 87–94. https://doi.org/10.1136/tc.12.suppl_3.iii87
Chitra, K., & Sasikala, K. (2016). Social media marketing strategies for enhancing brand awareness: a study with reference to select start-ups. Asian Journal of Research in Social Sciences and Humanities, 6(9), 1081–1095. https://doi.org/10.5958/2249-7315.2016.00856.X
Dinh, T. D., & Mai, K. N. (2016). Guerrilla marketing’s effect on Gen Y’s word-of-mouth intention – a mediation of credibility. Asia Pacific Journal of Marketing and Logistics, 28(1), 4–22. https://doi.org/10.1108/APJML-06-2015-0102
Edge, C. (2018). Engage in free and Guerrilla marketing. In Build, run, and sell your apple consulting practice (pp. 199–227). Charles Edge. https://doi.org/10.1007/978-1-4842-3835-6_7
Emory, C. W., & Cooper, D. R. (1991). Business research methods (4th ed.). Irvin.
Fattal, A. L. (2018). Guerrilla marketing: counterinsurgency and capitalism in Columbia. University of Chicago Press. https://doi.org/10.7208/chicago/9780226590783.001.0001
Filipovic, J. (2015). Brand awareness and buying intention in the online environment. Marketing, 46(4), 277–284. https://doi.org/10.5937/markt1504277F
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Gupta, H., & Singh, S. (2017). Sustainable practices through green guerrilla marketing – an innovative approach. Journal on Innovation and Sustainability, 8(2), 61–78. https://doi.org/10.24212/2179-3565.2017v8i2p61-78
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice Hall.
Hilton, K. (2015). The science of sensory marketing, Harvard Business Review, 93(3), 28–31.
Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeatpurchase product. Journal of Consumer Research, 17(2), 141–148. https://doi.org/10.1086/208544
Huang, J. H., Lee, B. C. Y., & Ho, S. H. (2004). Consumer attitude toward grey market goods. International Marketing Review, 21(6), 598–614. https://doi.org/10.1108/02651330410568033
Hutter, K., & Hoffmann, S. (2011). Guerrilla marketing: The nature of the concept and propositions for further research. Asian Journal of Marketing, 5(2), 39–54. https://doi.org/10.3923/ajm.2011.39.54
Iqbal, S., & Lohdi, S. (2015). The impacts of Guerrilla marketing on consumer’s buying behaviour: a case of beverage industry of Karachi. Arabian Journal of Business and Management Review, 6(2), 1–7.
Kadyan, A., & Aswal, C. (2014). New buzz in marketing: go viral. International Journal of Innovative Research & Development, 3(1), 294–297.
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36. https://doi.org/10.1007/BF02291575
Keller, K. L., & Kotler, P. (2016). Marketing management (15th global ed.). Pearson Education Ltd.
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Pearson Education Ltd.
Khare, A. K. (2017). Guerrilla marketing – innovative and futuristic approach towards marketing. International Journal of Advanced Engineering, Management and Science, 3(5), 421–426. https://doi.org/10.24001/ijaems.3.5.3
Kline, R. B. (2016). Methodology in the social sciences: Principles and practice of structural equation modeling (4th ed.). Guilford Press.
Kotler, P. (2004). Marketing management (11th ed.). Prentice Hall.
Kotler, P., Jain, D. C., & Maesincee, S. (2001). Marketing moves: a new approach to profits, growth, and renewal (1st ed.). Harvard Business Review Press.
Krautsack, D. (2008). Ambient media-how the world is changing. Admap Magazine, 488, 24–26.
Krstić, A., & Đurđević, B. (2017). Social media marketing. Marketing, 48(4), 254–260. https://doi.org/10.5937/Markt1704254K
Levinson, C. J. (1984). Guerrilla marketing: secrets of making big profit from your small business (3rd ed.). Houghton Mifflin Company.
Levinson, J. C. (2007). Guerrilla marketing: easy and inexpensive strategies for making big profits from your small business (4th ed.) Houghton Mifflin Company.
Levinson, J. C., & Rubin, C. (1996). Guerrilla marketing online weapons: 100 Low-cost, high-impact weapons for online profits and prosperity (1st ed.). Houghton Mifflin Company.
Ling, K. C., Piew, T. H., & Chai, L. T. (2010). The determinants of consumers’ attitude towards advertising. Canadian Social Science, 6(4), 114–126.
Moor, C. M., Doherty, A. M., & Doyle, S. A. (2010). Flagship stores as a market entry method: The perspective of luxury fashion retailing. European Journal of Marketing, 44, 139–161. https://doi.org/10.1108/03090561011008646
Moor, E. (2003). Branded spaces: the scope of new marketing. Journal of Consumer Culture, 3, 39–60. https://doi.org/10.1177/1469540503003001929
Onurlubaş, E. (2017). A research on the determination of consumer perceptions related to guerrilla marketing methods: sample of izmir province. EMAJ: Emerging Markets Journal, 7(1), 31–40. https://doi.org/10.5195/EMAJ.2017.124
Powrani, K., & Kennedy, F. B. (2018). The effects of Guerrilla marketing on generation y consumer’s purchase intention. Asian Journal of Economics, Business and Accounting, 7(1), 1–12. https://doi.org/10.9734/AJEBA/2018/39068
Qureshi, J. A., Qureshi, M. S., & Qureshi, M. A. (2018). Mitigating risk of failure by expanding family entrepreneurship and learning from international franchising experiences of johnny rockets: a case study in Pakistan. International Journal of Experiential Learning & Case Studies, 3(1), 110– 127. https://doi.org/10.22555/ijelcs.v3i1.1972
Saunders, M. N. (2011). Research methods for business students (5th ed.). Pearson Education.
Shakeel, M., & Khan, M. M. (2011). Impact of Guerrilla marketing on consumer perception. Global Journal of Management and Business Research, 11(7), 46–54.
Sula, T., & Banyar, M. (2015). An empirical study of public perceptions on ambient media. International Journal of Strategic Innovative Marketing, 2(4), 49–64. https://doi.org/10.15556/IJSIM.02.04.004