EXAMINING THE IMPACT OF GUERRILLA MARKETING ON CUSTOMERS LOYALTY THROUGH BRAND TRUST

Aamir Sohail; Sujawal Hussain; Abid Hussain

doi:10.53664/JSRD/03-01-2022-04-32-39

Authors

Aamir Sohail Lecturer, Department of commerce, Thal University Bhakkar, Punjab, Pakistan
Sujawal Hussain Lecturer, Department of commerce, Thal University Bhakkar, Punjab, Pakistan
Abid Hussain Department of Public Administration, Gomal University, Dera Ismail Khan, Pakistan

DOI:

https://doi.org/10.53664/JSRD/03-01-2022-04-32-39

Abstract

This study investigates effect of guerilla marketing on brand loyalty through brand trust as the mediator. A survey was conducted to confirm the study's hypotheses. The sample size of 250 and despite the average response rate in Pakistan, 400 questionnaires were sent out to e-banking customers, of which 230 were returned. Twelve incomplete responses were removed from further analysis, while 218 complete responses were subjected to statistical analysis. According to results of structural equation model, the influence of guerilla marketing on social media has an effect on customer’s loyalty. The model of this study evaluates brand attitude, security, website design as independent and brand trust consider as a mediating variable and outcome variables is customer loyalty. The results of this study indicated that there is a significant and positive relationship with customer loyalty and trust as a mediator has significant and positive relationship between observed variables. Outcomes provide theoretical information about guerrilla marketing. The research assists advertisers in understanding the factors that influence brand image effects of Guerilla marketing.