Abstract
This study analyzes a hand-collected sample of 803 guerrilla marketing campaigns from 2007 to 2017 to examine the impact on abnormal share price performance. Using both event study and cross-sectional analysis, results indicate that event-period abnormal returns are positive and in line with the returns of other advertising activities such as celebrity endorsements. Most emotional appeals analyzed (particularly joy) are associated with significantly positive company returns, whereas humor and rational appeals (particularly claims of high quality) are associated with significantly negative company returns. These findings are believed to represent the first empirical analysis of guerrilla marketing campaigns.
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