The Impact of Guerrilla Marketing Strategies on Egyptian Consumer Perception of Brands | ||||
| المجلة المصرية لبحوث الاتصال الجماهيري | ||||
| Article 10, Volume 8, Issue 2, July 2025, Page 621-651 PDF (1.21 MB) | ||||
| Document Type: الأبحاث العلمیة الأصیلة | ||||
| DOI: 10.21608/mebp.2025.355596.1149 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
فداء عبدالدايم   1; سارة كسوات1; عبدالمنعم على2; منار عبدالله3
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| 1قسم الصحافة، كلية الإعلام، جامعة الأهرام الكندية | ||||
| 2قسم الاذاعة والتليفزيون، كلية الإعلام، جامعة الأهرام الكندية | ||||
| 3قسم العلاقات العامة والاعلان، كلية الاعلام، جامعة الأهرام الكندية | ||||
| Abstract | ||||
| This study explores the impact of guerrilla marketing strategies on Egyptian consumer perception of brands, focusing on their effectiveness in a competitive market environment. Using the Elaboration Likelihood Model (ELM) as the theoretical framework, the research examines how unconventional and creative marketing approaches influence consumer perceptions, brand awareness, and purchasing behavior. A quantitative survey was conducted and selected through simple random sampling. Key findings reveal that 70.9% of participants view street marketing as attention-grabbing, while 78% believe unique campaigns can generate long-term engagement. Familiarity with guerrilla marketing remains varied, with 35.4% having never encountered the term, highlighting a need for increased exposure. The study found that 85.7% of respondents were more engaged by advertisements featuring humor or unexpected elements, and 64.6% perceived unconventional advertising techniques as more powerful than traditional methods. Additionally, 81.2% agreed that surprising marketing tactics enhance stronger brand-audience connections, while 73% acknowledged cultural influences on their perception of guerrilla campaigns. The research also highlights demographic trends, with young adults (20–34 years) forming the largest segment of respondents. These findings highlight the potential of guerrilla marketing to enhance brand recall, enhance consumer loyalty, and drive purchasing decisions in Egypt’s culturally nuanced market. | ||||
| Keywords | ||||
| Guerrilla Marketing; Consumer Perception; Brand Awareness; Purchase Intentions; Marketing Strategies | ||||
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