Browsing by Author "Orji, Prince Chinenye"

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    Impact of Guerrilla Marketing on Brand Image of Small and Medium Enterprises in Lagos, Nigeria
    (Department of Business Administration, Adekunle Ajasin University, Akungba-Akoko, Ondo State, 2023-12) Olowo, Ahmed AbdulGaniyu; Orji, Prince Chinenye; Abdulquadri, Abdulazeez Olamide
    This research work enquires about the impact of guerrilla marketing strategy on the brand image of SMEs in Lagos, Nigeria. Primarily, the objectives of this study are to determine the effect of viral marketing on the functional image of SMEs; assess the effect of stealth marketing on the symbolic image, and examine the extent to which ambush marketing affects the experiential image of SMEs. The study used a stratified sampling technique in which a sample size of 400 was achieved through Taro Yamane’s formula. Data was collected from the sample population through the survey-based questionnaire. This study concluded that Viral marketing has a significant effect on the functional image of SMEs. Also, the symbolic image of an SME can be influenced by stealth marketing. Lastly, it was revealed that there exists a relationship between ambush marketing and the experiential image of SMEs. It was recommended that SMEs in Lagos that aim at promoting the functional image of their brand should leverage viral marketing as well as stealth marketing should be leveraged by SMEs because it affects the symbolic image of SMEs. Also, ambush marketing when used should be used cautiously because a mistake can yield a negative impact on the experiential image of SMEs