The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

Abstract

The research purpose was to explore guerrilla marketing effects on consumer behavior. Based on previous literature of guerrilla marketing and proposed mode frameworks of advertising, the research evaluated consumer perception through their exposure to 20 guerrilla advertisements. Factor Analysis and Multiple Regression were employed to examine such effects. The results showed that creativity, emotion arousal and message clarity had significant effects on purchase intention whereas humor and surprise did not. Academicians may have some insights into the applicability of guerrilla marketing in Vietnam and managers, especially those working in advertising industry, may make use of the results to develop effective marketing strategy to attract and persuade their customers to buy their products.