IMPACT OF GUERRILLA MARKETING ON BRAND IMAGE

Abstract

Purpose The main aim of behind doing this research work is to gather and extensive and authentic information about the Impact of Guerrilla Marketing on Brand image. Marketing grabbing customer attention is most important but conventional marketing is very expensive. So through this study we will see how effectively it is playing the vital role in consumers life. In the field of Methodology & Design Empirical Research done by gathering the responses of 385 respondents from Schools, Universities and job related people through spreading well-constructed Its an Colleges, questionnaire data is collected. Gathered data statistically analyzed and validated by using the tool of Findings Through being analyzed in which information quality, boot strapping, 7 construct information credibility and towards information shows significant impact on information are usefulness whereas need of information have insignificant impact. Similarly information quality, information credibility, need of information and attitude towards the information have insignificant impact on information adaption. Where as information usefulness and information adaption have significant impact on brand image. And information usefulness have significant impact on information adaption. All the variables are reliable and their CA is above 0.06. CFA is also done to see whether all indicators are showing factor loading or not. the value of CFA should b 0.07 to be acceptable. Limitations The limitations for this research is that this study is conducted with the people who use social social media but it unable to show video ads to media. The majority of people who participated are those whose uses didn’t defined the whole population. In current situation I was my respondents.