The Impact of Guerrilla Marketing on Perception of Marketing Innovation and Brand Trust

Authors : Ferdi Akbıyık

Pages : 159-174

Doi:10.29023/alanyaakademik.1522783

View : 20 | Download : 31

Publication Date : 2025-01-30

Article Type : Research Paper

Abstract :Does guerrilla marketing influence perceptions of marketing innovation and brand trust? Alongside this question, the issue of whether perceptions of marketing innovation impact brand trust arose during the development of the research model and literature review. Thus, besides the main objective of the study, a secondary aim is to investigate the effect of marketing innovation perception on brand trust. To achieve these objectives, data were collected from a target audience using an online survey method within the framework of a quantitative research design. The collected data were first subjected to normality tests, followed by reliability and validity analyses of the scales. To determine the socio-demographic characteristics of the participants, frequency and percentage distributions were used, while regression analysis was employed to test the research hypotheses. Additionally, the mediating effect was tested within the proposed model framework. The study found that guerrilla marketing positively influences consumer perceptions of innovation, affects consumer purchasing decisions, and enhances brand trust. Additionally, marketing innovations were observed to have positive effects on consumer trust and perceived value. It can be stated that guerrilla marketing campaigns indirectly affect brand trust through marketing innovation, and these strategies enhance consumer trust with innovative and creative campaigns.
Keywords : Gerilla Pazarlama, Pazarlama Yeniliği, Marka Güveni, Tüketici Davranışları