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EFFECTS OF GUERRILLA MARKETING ON BRAND AWARENESS AND CONSUMERS’ PURCHASE INTENTION

Yıl 2017, Cilt: 6 Sayı: 12, 177 - 185, 26.12.2017

Öz

With the development of the technology, consumers needs and demands has changed. Demands of consumers have changed faster, consumption has accelerated further. These changes necessitated the use of new marketing methods instead of modern marketing.  Guerrilla marketing is one of these new methods. Guerrilla marketing that is expressed as a method of combatting competitors by using exceptional promotion methods, nowadays has become an important competitive tool for companies. Guerrilla marketers aims to create marketing methods that are dynamic, creative and can adapt to change. For this purpose, they use street graphics, strange events, product placement and memorable events.

The aim of this study is to examine the effects of guerrilla marketing on brand awareness and consumers’ purchase intention. In the concept of the study, a questionnaire was applied to Gümüşhane University students. Forms obtained as a result of data collection has been evaluated and a total of 440 questionnaires were included in the sample. Multivariate Statistical Analysis were used to analyze data. As a result of regression analysis related to the effects of guerrilla marketing on purchase intention while humour has not a significant effect on purchase intention, novelty, surprise, aesthetics, relevance, clarity and emotional arousal have significant and positive effect on purchase intention. According to regression analysis results for brand awareness, all factors except surprise have positive effect on brand awareness. Also brand awareness has positive effect on purchase intention.

Kaynakça

  • Aimee, Muscat (2016), “The Impact of Guerrilla Marketing on Consumer Behaviour”, University of Malta, Department of Media & Communications, Dissertation. Chen, C-F. and Chang, Y-Y. (2008), “Airline Brand Equity, Brand Preference, and Purchase Intentions—The Moderating Effects of Switching Costs”, Journal of Air Transport Management, 14, 40-42.
  • Chi, H.K.; Yeh, H.R. and Yang, Y.T. (2009), “The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty”, The Journal of International Management Studies, 4(1), 135-144.
  • Cinnamon, K. (2014), “ The Efficacy of Guerrilla Advertising Campaigns on Public Health Issues”, The Elon Journal of Undergraduate Research in Communications, 5(1), 24-34.
  • Farouq, F. (2012), “The Role of Guerrilla Marketing Strategy to Enrich the Aesthetic and Functional Values of Brand in Egyptian Market”, International Design Journal, 2(1), 111-119.
  • Fong, K. and Yazdanifard, R. (2014), “The Review of the Two Latest Marketing Techniques; Viral Marketing and Guerrilla Marketing Which Influence Online Consumer Behavior”, Global Journal of Management and Business Research, 14(2), 1-4.
  • Iqbal, Saira and Lohdi, Samreen (2015), “The Impacts of Guerrilla Marketing on Consumer’s Buying Behaviour: A Case of Beverage Industry of Karachi”, Arabian Journal of Business and Manageent Review, 6(2), 1-7.
  • Jalilvand, M.R.; Samiei, N. And Mahdavinia, S.H. (2011), “The Effect of Brand Equity Components on Purchase Intention: An Application of Aaker’s Model in the Automobile Industry”, International Business and Management, 2(2), 149-158.
  • Levinson, J. C., Guerrilla Marketing. 3rd Edition, USA: Houghton Mifflin Company, 1998.
  • Mahesh, L. and Amulya, M. (2013), “Impact of Brand Awareness on Purchase Intention: A Study on Mobile Phone Users in Mysore.EXCEL”, International Journal of Multidisciplinary Management Studies, 3 (4), 106-116. ISSN 2249-8834.
  • Malik, M.E.; Ghafoor, M.M.; Iqbal, H.K.; Riaz, U.; Hassan, N.; Mustafa, M. and Shahbaz, S. (2013), “ Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer”, International Journal of Business and Social Sciences, 4(5), 167-171.
  • Mandour, H.A. (2014), Pros and Cons of Guerilla Marketing, https://sites.google.com/site/marketingtstorm/guerrilla-marketing/pros-and-cons-of-guerrilla-marketing, Access Date: 02.05.2016.
  • MokhtariMughari, A. (2011), “Analysis of Brand Awareness and Guerilla Marketing in Iranian SME”, Iranian Journal of Management Studies, 4(1), 115-129.
  • Naeini, A.B.; Azali, P.R. and Tamaddoni, K.S. (2015), “ Impact of Brand Equity on Purchase Intention and Development, Brand Preference and Customer Willingness to Pay Higher Prices”, Management and Administrative Sciences Review, 4(3), 616-626.
  • Nawaz, A.; Raheem, A.R.; Areeb, J.; Ghulam, M.; Hira, S. And Rimsha, B. (2014), “Impacts of Guerrilla Advertising on Consumer Buying Behavior”, Information and Knowledge Management, 4(8), 45-52.
  • Prevot, A. (2009), “The Effects of Guerilla Marketing on Brand Equity”, The Consortium Journal, 13(2), 33-40.
  • Roozy, E.; Arastoo, M.A. and Vazifehdust, H. (2014), “Effect of Brand Equity on Consumer Purchase Intention”, Indian J.Sci.Res, 6(1), 212-217.
  • Shah, S.S.H.; Aziz, J.; Jaffari, A.R.; Waris, S. and Ejaz, W. (2012), “The Impacts of Brands on Consumer Purchase Intentions”, Asian Journal of Business Management, 4(2), 105-110.
  • Shakeel, M. and Khan, M.M. (2011), “Impact of Guerrilla Marketing on Consumer Perception”, Global Journal of management and Business Research, 11(7), 46-54.
  • Tam, D.D. and Khuong, M.N. (2015), “The Effects of Guerrilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam”, International Journal of Trade, Economics and Finance, 6(4), 191-198.
  • Wang, X. and Yang, Z. (2010), “The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image”, Journal of Global Marketing, 23(3), 177-188.
  • Yaseen, N.; Tahira, M.; Gulzar, A. and Anwar, A. (2011), “Impact of Brand Awareness, Perceived Quality and Customer Loyalty on Brand Profitability and Purchase Intention: A Resellers’ View”, Interdisciplinary Journal of Contemporary Research in Business, 3(8), 833-839.
  • Zuo, L. and Veil, S. (2006), "Guerilla Marketing and the Aqua Teen Hunger Force Fiasco", Public Relations Quarterly, 51(4), 8-11.
  • https://en.wikipedia.org/wiki/Guerrilla_marketing, Access Date: 12.04.2016.
  • https://wbpllc.wordpress.com/2009/10/13/traditional-marketing-vs-guerilla-marketing-jay-conrad-levinson/, Access Date: 12.06. 2016.

EFFECTS OF GUERRILLA MARKETING ON BRAND AWARENESS AND CONSUMERS’ PURCHASE INTENTION

Yıl 2017, Cilt: 6 Sayı: 12, 177 - 185, 26.12.2017

Öz

Teknolojinin
gelişmesiyle birlikte tüketicilerin istek ve ihtiyaçları da değişmiştir.
Tüketicilerin talepleri hızlı değiştikçe tüketim daha da hızlanmıştır. Bu
değişimler modern pazarlamanın yerine yeni pazarlama metodlarının
kullanılmasını gerekli kılmıştır. Gerilla pazarlama bu yeni metodlardan bir
tanesidir. Sıra dışı tutundurma yöntemleri kullanarak rakiplerle mücadele etme
yöntemi olarak ifade edilen gerilla pazarlama günümüzde firmalar için önemli
bir rekabet aracı haline gelmiştir. Gerilla pazarlamacılar dinamik, yaratıcı ve
değişikliklere uyum sağlayabilen pazarlama yöntemi oluşturmayı amaçlarlar. Bu
amaç doğrultusunda da sokak grafikleri, garip olaylar, ürün yerleştirme,
unutulmaz olaylar gibi uygulamalar kullanırlar.



Bu
çalışmanın amacı gerilla pazarlamanın marka sadakati ve tüketicilerin satın
alma niyeti üzerindeki etkilerini incelemektir. Çalışma kapsamında Gümüşhane
Üniversitesi öğrencilerine yüz yüze anket uygulanmıştır. Veri toplama sürecinde
elde edilen anketler değerlendirilmiş ve 440 anket örneklem sürecine dahil
edilmiştir. Elde edilen verilerin analizinde Çok Değişkenli İstatistiksel
Analizler kullanılmıştır. Gerilla pazarlamanın satın alma niyeti üzerindeki
etkisine ilişkin regresyon analizinin sonucuna göre mizah satın alma niyeti
üzerinde anlamlı bir etkiye sahip değilken, yenilik, sürpriz, estetik,
ilgililik, netlik ve duygusal uyarılma satın alma niyeti üzerinde anlamlı ve
olumlu yönde etkiye sahiptir. Marka farkındalığı ile ilgili regresyon analizi
sonuçlarına bakıldığında ise sürpriz hariç diğer tüm değişkenlerin marka
farkındalığı üzerinden olumlu yönde bir etkiye sahip olduğu belirlenmiştir.
Ayrıca marka farkındalığı da satın alma niyetini olumlu yönde etkilemektedir.

Kaynakça

  • Aimee, Muscat (2016), “The Impact of Guerrilla Marketing on Consumer Behaviour”, University of Malta, Department of Media & Communications, Dissertation. Chen, C-F. and Chang, Y-Y. (2008), “Airline Brand Equity, Brand Preference, and Purchase Intentions—The Moderating Effects of Switching Costs”, Journal of Air Transport Management, 14, 40-42.
  • Chi, H.K.; Yeh, H.R. and Yang, Y.T. (2009), “The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty”, The Journal of International Management Studies, 4(1), 135-144.
  • Cinnamon, K. (2014), “ The Efficacy of Guerrilla Advertising Campaigns on Public Health Issues”, The Elon Journal of Undergraduate Research in Communications, 5(1), 24-34.
  • Farouq, F. (2012), “The Role of Guerrilla Marketing Strategy to Enrich the Aesthetic and Functional Values of Brand in Egyptian Market”, International Design Journal, 2(1), 111-119.
  • Fong, K. and Yazdanifard, R. (2014), “The Review of the Two Latest Marketing Techniques; Viral Marketing and Guerrilla Marketing Which Influence Online Consumer Behavior”, Global Journal of Management and Business Research, 14(2), 1-4.
  • Iqbal, Saira and Lohdi, Samreen (2015), “The Impacts of Guerrilla Marketing on Consumer’s Buying Behaviour: A Case of Beverage Industry of Karachi”, Arabian Journal of Business and Manageent Review, 6(2), 1-7.
  • Jalilvand, M.R.; Samiei, N. And Mahdavinia, S.H. (2011), “The Effect of Brand Equity Components on Purchase Intention: An Application of Aaker’s Model in the Automobile Industry”, International Business and Management, 2(2), 149-158.
  • Levinson, J. C., Guerrilla Marketing. 3rd Edition, USA: Houghton Mifflin Company, 1998.
  • Mahesh, L. and Amulya, M. (2013), “Impact of Brand Awareness on Purchase Intention: A Study on Mobile Phone Users in Mysore.EXCEL”, International Journal of Multidisciplinary Management Studies, 3 (4), 106-116. ISSN 2249-8834.
  • Malik, M.E.; Ghafoor, M.M.; Iqbal, H.K.; Riaz, U.; Hassan, N.; Mustafa, M. and Shahbaz, S. (2013), “ Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer”, International Journal of Business and Social Sciences, 4(5), 167-171.
  • Mandour, H.A. (2014), Pros and Cons of Guerilla Marketing, https://sites.google.com/site/marketingtstorm/guerrilla-marketing/pros-and-cons-of-guerrilla-marketing, Access Date: 02.05.2016.
  • MokhtariMughari, A. (2011), “Analysis of Brand Awareness and Guerilla Marketing in Iranian SME”, Iranian Journal of Management Studies, 4(1), 115-129.
  • Naeini, A.B.; Azali, P.R. and Tamaddoni, K.S. (2015), “ Impact of Brand Equity on Purchase Intention and Development, Brand Preference and Customer Willingness to Pay Higher Prices”, Management and Administrative Sciences Review, 4(3), 616-626.
  • Nawaz, A.; Raheem, A.R.; Areeb, J.; Ghulam, M.; Hira, S. And Rimsha, B. (2014), “Impacts of Guerrilla Advertising on Consumer Buying Behavior”, Information and Knowledge Management, 4(8), 45-52.
  • Prevot, A. (2009), “The Effects of Guerilla Marketing on Brand Equity”, The Consortium Journal, 13(2), 33-40.
  • Roozy, E.; Arastoo, M.A. and Vazifehdust, H. (2014), “Effect of Brand Equity on Consumer Purchase Intention”, Indian J.Sci.Res, 6(1), 212-217.
  • Shah, S.S.H.; Aziz, J.; Jaffari, A.R.; Waris, S. and Ejaz, W. (2012), “The Impacts of Brands on Consumer Purchase Intentions”, Asian Journal of Business Management, 4(2), 105-110.
  • Shakeel, M. and Khan, M.M. (2011), “Impact of Guerrilla Marketing on Consumer Perception”, Global Journal of management and Business Research, 11(7), 46-54.
  • Tam, D.D. and Khuong, M.N. (2015), “The Effects of Guerrilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam”, International Journal of Trade, Economics and Finance, 6(4), 191-198.
  • Wang, X. and Yang, Z. (2010), “The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image”, Journal of Global Marketing, 23(3), 177-188.
  • Yaseen, N.; Tahira, M.; Gulzar, A. and Anwar, A. (2011), “Impact of Brand Awareness, Perceived Quality and Customer Loyalty on Brand Profitability and Purchase Intention: A Resellers’ View”, Interdisciplinary Journal of Contemporary Research in Business, 3(8), 833-839.
  • Zuo, L. and Veil, S. (2006), "Guerilla Marketing and the Aqua Teen Hunger Force Fiasco", Public Relations Quarterly, 51(4), 8-11.
  • https://en.wikipedia.org/wiki/Guerrilla_marketing, Access Date: 12.04.2016.
  • https://wbpllc.wordpress.com/2009/10/13/traditional-marketing-vs-guerilla-marketing-jay-conrad-levinson/, Access Date: 12.06. 2016.
Toplam 24 adet kaynakça vardır.

Ayrıntılar

Bölüm Makaleler
Yazarlar

Salih Yıldız

Yayımlanma Tarihi 26 Aralık 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 6 Sayı: 12

Kaynak Göster

APA Yıldız, S. (2017). EFFECTS OF GUERRILLA MARKETING ON BRAND AWARENESS AND CONSUMERS’ PURCHASE INTENTION. Global Journal of Economics and Business Studies, 6(12), 177-185.