Unravelling the Power of Guerrilla Marketing in Shaping Brand Image; A
Conceptual Odyssey
Abstract
The exponential progression of guerrilla marketing from its stature as a
mere low-cost method used by small and unestablished enterprises to
acceptance by major and established players, as well as the blending of
street-based approaches and digital technologies, make the concept
arduous to delineate (Dahlén et al., 2009). The idea of guerrilla
marketing is incredibly pertinent in a world where advertisers compete
for customers’ attention by being more strategic and ingenious with
their marketing operations (Koeck & Warnaby, 2014). It is a novel,
unconventional, and captivating method of marketing intended to pique
interest and spread word of mouth (Dinh & Mai, 2015). The core of
guerrilla marketing, in contrast to normal marketing efforts, is more
about communicating a distinctive image or identity concerning a firm
than it is about outlining the characteristics and benefits of the
product (Lee et al., 2018). Therefore, the purpose of this paper is to
explore how guerrilla marketing influences customer preferences. This
article seeks to evaluate the efficacy of guerrilla marketing strategies
in raising brand recognition, boosting brand loyalty, and eventually
influencing customer purchasing behaviour. The outcomes of the study
will offer focused insights to marketers and companies seeking to
leverage guerrilla marketing effectively in their advertising
endeavours.