The effect of guerrilla marketing on company share prices: An event study analysis

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.
Davis and Davis

MANAGEMENT SLANT

  • Guerrilla marketing campaigns, on average, are associated with significantly positive movements in company stock prices.
  • Campaigns utilizing emotional appeals, especially joy, are associated with significantly

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands