THE IMPACT OF GUERRILLA MARKETING ON BRAND IMAGE: EXPLORING THE ROLES OF TRANSFORMATIONAL AND INFORMATION CONTENT IN THE FAST-FOOD INDUSTRY

Abstract

This study investigates the impact of Guerrilla Marketing (GM) on Brand Image in the fast-food industry, with a focus on the mediating roles of Transformational and Informational Content. As traditional advertising becomes increasingly saturated, marketers are adopting unconventional and emotionally resonant strategies to capture consumer attention. Guerrilla Marketing, known for its surprise, creativity, and cost-effectiveness, engages audiences through ambient and sensation-based executions. Despite its growing adoption, limited empirical research exists on how GM influences brand perception through emotional and rational message processing. Drawing on the Elaboration Likelihood Model (ELM), this study proposes that GM influences brand image both directly and indirectly via emotional (transformational) and rational (informational) content pathways. A quantitative, cross-sectional survey was conducted with 240 respondents in Lahore, Pakistan. Data were analyzed using SPSS and Hayes’ PROCESS Macro (Model 4). The findings confirm that GM has a significant positive impact on Brand Image and that both content types serve as partial mediators. Transformational Content demonstrated a stronger mediating effect, highlighting the importance of emotional engagement in consumer-brand relationships. These findings contribute to theory by extending the ELM framework to guerrilla advertising and offer practical insights for marketers seeking to enhance brand image through creative yet credible brand communication strategies.