The effects of guerilla advertising on female consumers' purchase intention and brand awareness

The changing market conditions and consumer preferences force companies to engage in more effective marketing activities. Traditional marketing methods have started to lose their effects. Consequently, businesses have entered the search for more effective marketing strategies. The guerrilla marketing concept, which was created by Jay Conrad Levinson in 1984, implies an unconventional way of performing promotional activities on a very low budget. Guerrilla advertising, which is one of the application areas of guerilla marketing strategy, is the transmission of messages intended to be given to consumers without arousing the understanding of advertising. In this study; the effects of guerilla advertising on female consumers' brand awareness and purchase intention were investigated. The conceptual values of guerilla marketing and guerilla advertisements were explained, purchasing intention and brand awareness concepts were explained and the characteristics of female consumers were mentioned. As a result, it has been found that guerilla advertising has an impact on the brand awareness and purchase intention of female consumers and then the effect of significance differences between the attitudes of female consumers towards guerilla advertisements, age and education levels were examined.