Change search
ReferencesLink to record
Permanent link

Direct link
Guerrilla marketing: and its effects on consumer behavior
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

As consumers are getting better at avoiding the traditional marketing campaigns companies are using, it has become crucial for companies to differentiate their marketing. One way of doing this is to use guerrilla marketing, a marketing type more extreme, innovative and attention capturing than traditional marketing.

The purpose of this thesis is to explore how the use of guerrilla marketing affects consumer behavior in terms of brand attitude, brand image and purchase intention. Moreover, the effect on Word-of-Mouth will be explored, as this is a crucial implication if the guerrilla campaign is to be perceived as successful.

Based on marketing theories and consumer behavior theories, an experiment is conducted through a focus group seminar, to determine if guerrilla marketing campaigns are perceived as being more creative and credible than traditional marketing campaigns. Furthermore, these determinants are used as instruments to study the effect on brand attitude, brand image and purchase intention. The study is exploratory and the chosen method is a qualitative data collection.

The findings indicate that guerrilla marketing campaigns affect all consumer behavior elements, studied in our thesis, more than their equivalent traditional marketing campaigns. Suggestions for further research include studying if there is a cultural difference in how guerrilla marketing is perceived.


This thesis may be useful in increasing companies’ understanding of the concept of guerrilla marketing and how this can be used in a successful way.

Place, publisher, year, edition, pages
2012. , 74 p.
Keyword [en]
Guerrilla Marketing, Consumer Behavior, Brand Attitude, Brand Image, Purchase Intention, Word-of-Mouth
National Category
Business Administration
URN: urn:nbn:se:hkr:diva-9544OAI: diva2:540084
Educational program
Degree of Bachelor of Science in Business and Economics
Social and Behavioural Science, Law
Available from: 2012-07-09 Created: 2012-07-06 Last updated: 2012-07-09Bibliographically approved

Open Access in DiVA

Guerrilla Marketing(2221 kB)11368 downloads
File information
File name FULLTEXT01.pdfFile size 2221 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
School of Health and Society
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 11368 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 4055 hits
ReferencesLink to record
Permanent link

Direct link