How Does Guerilla Marketing Affect Shareholder Value?

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Summary

Marketers under pressure to demonstrate how expenditures drive shareholder value will appreciate these new findings. Canadian researchers investigated guerilla marketing’s potential impact on a company’s stock price. In the first study of its kind, such campaigns were found to either boost or depress company shares, depending on the form of the appeal (emotion versus rational) and its mix with product types.

Svetlana Davis (sdavis@ubishops.ca) is an associate professor of marketing at Williams School of Business, Bishop’s University, in Sherbrooke, Quebec. Her areas of research interest include identiﬁcation with organizations and brands, consumer behavior, ﬂexible policies, and alternative marketing campaigns.

Frederick Davis (frederick.davis@concordia.ca) is an associate professor of ﬁnance at the John Molson School of Business, Concordia University, in Montreal, Quebec. His research interests include mergers and acquisitions, insider trading, and other aspects of corporate ﬁnance.