مجلة إقتصاد المال والأعمال
Volume 10, Numéro 2, Pages 1279-1294
2025-11-22
The Impact Of Ambient Guerrilla Marketing (agm) On Brand Awareness In Urban Environments. A Comparative Case Study Of Kit Kat And Bbc Campaigns.
Authors : Sifour Soumia . Soukeur Fatima Zohra .
Abstract
Abstract: This study aims to explore the impact of ambient guerrilla marketing on brand awareness within the context of urban environments. While previous literature has extensively discussed the general principles of guerrilla marketing, there remains a gap in understanding how specific tactics and the urban environment itself influence brand perception and consumer engagement. This study examines a couple of real-world campaigns that have either succeeded or failed in raising brand awareness in urban settings. By evaluating the role of ambient guerrilla marketing techniques, we have concluded that AGM has a positive and significant impact on brand awareness, It’s important to tailor AGM campaigns to local norms and regulations to avoid sensitivity or misunderstanding and one of the most important points for brands to take into consideration when it comes to adapting the AGM aspect is manage risk properly and to avoid controversy.
Keywords
ambient guerrilla marketing (AGM) ; brand awareness ; urban environmen ; Kit Kat ; BBC
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