Comparison of the Effectiveness of Guerrilla Marketing Message and non-Guerrilla marketing on in Consumers of Sport Energy Soft Drinks (Red Bull and Black Energy)

Document Type : Research Paper

Authors

1 Professor of Sport Management, Ferdowsi University of Mashhad, Mashhad, Iran.

2 PHD Student in Sport Management, Department of Physical Education And Sport Science،Mashhad Branch،Islamic Azad University،Mashhad،Iran

Abstract

The purpose of this study was to compare the Effect of Guerrilla and non-guerrilla Marketing Message on Consumers of Sport Energy Soft Drinks (Red Bull and Black Energy). The statistical population of the study was athletes who were the consumers of Red Bull and Black Energy brands. 40 samples was selected through selective sampling method and assigned in two experimental and control groups of Red Bull and Black Energy brands. The research tool Was Chione and Scozzese guerrilla marketing questionnaire (2014) .The content validity of questionnaire was assessed and confirmed by ten sport management professors. Also, using confirmatory factor analysis, the components of the research were approved.  The Cronbach's alpha coefficient was 0.97. To conduct the research, first a video of advertisement and then a questionnaire was presented. A week later, the guerrilla advertisement was shown to the experimental group without any prior awareness and the questionnaire was re-presented and compared with their views on the non-guerrilla message and the control group. To analyze the findings, independent t-test and dependent t-test were used. The research findings showed that there is a significant difference between the control and experimental group in Red Bull and Black Energy brands as a result of guerrilla marketing. According to the findings, it can be concluded that the use of guerrilla marketing can be effective in improving the customer's perspective and it effects more on the product purchase.

Keywords

References

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Quarterly Journal of Brand Management
Volume 5, Issue 3 - Serial Number 15
November 2018
Pages 227-260

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