Paper Title
IMPACT OF GUERILLA MARKETING ON BRAND IMAGE

Abstract
This study investigates the impact of guerrilla marketing on brand image, focusing on key variables such as campaign creativity, increased exposure frequency, engagement, and guerrilla marketing initiatives. Utilizing a structured questionnaire and a sample of 217 consumers, the research employs quantitative methods, including regression analysis, to examine the relationships between these variables and brand image. The findings reveal that campaign creativity, increased exposure frequency, and consumer engagement significantly enhance brand image, highlighting their critical roles in effective guerrilla marketing strategies. Conversely, the number of guerrilla marketing initiatives alone does not significantly influence brand image, underscoring the importance of the quality and execution of these campaigns. This research contributes to a deeper understanding of how guerrilla marketing can be optimized to improve brand perception and offers practical insights for marketers aiming to leverage unconventional marketing tactics to strengthen brand identity and consumer loyalty. Keywords - “Guerrilla Marketing”, “Brand Image”, “Campaign Creativity”, “Exposure Frequency”