Madrigal, Alia Irene (A.A. 2024/2025) The bigger the better? A quantitative analysis over the influence of oversized guerilla marketing on consumer purchase intention. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Deniz Lefkeli, pp. 55. [Master's Degree Thesis]

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Abstract/Index

Guerilla marketing. Research gap and practical relevance. Research question. Literature review. The evolution of advertising. Historical use of guerilla marketing. Oversized guerilla marketing: formats and product replication. Comparing guerilla vs. Traditional advertising. Perceived creativity. Brand type (local vs. global). Purchase intention. Research methodology. Research design. The conceptual framework. Data collection, sampling strategy, stimuli and pilot study.

References

Bibliografia: pp. 39-44.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Consumer behavior
Thesis Supervisor:	Lefkeli, Deniz
Thesis Co-Supervisor:	Monsurrò, Luigi
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	27 Mar 2026 14:56
Last Modified:	27 Mar 2026 14:56
URI:	https://tesi.luiss.it/id/eprint/45310

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