Guerrilla Marketing Effects on Consumer Purchase Intention of Gen Y.

      Аннотация: Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book 'Guerrilla Advertising'. Street marketing is a subset of guerrilla marketing. Like guerrilla marketing, street marketing has the characteristic of being unconventional.[25] However, it is limited to the streets or public places. Other forms of guerrilla marketing use other media and processes, such as the Internet, to establish communication with the customers.

Ключевые слова: Aesthetics, clarity, Generation Y, Humour, novelty, purchase intention, relevance, surprise, Guerrilla Marketing, Emotional Arousal