Generational responses to guerrilla marketing: examining brand associations across Generations Z and Y

Purpose – This study aims to examine generational differences in the impact of guerrilla marketing on brand perceptions in Azerbaijan, focusing on Generations Z and Y. It investigates how unconventional marketing tactics, such as guerrilla marketing, influence brand trust and performance, particularly in emerging markets. Clarifying how these age groups respond to guerrilla marketing, this research aims to provide insights for marketers on optimizing engagement strategies that align with cultural and generational preferences. Design/methodology/approach – A quasi-experimental research design was used, involving 196 participants divided into control and experimental groups. Participants were exposed to guerrilla marketing campaigns, and their brand trust and performance perceptions were measured. The study applied statistical analysis to compare generational responses, assessing the effectiveness of unconventional marketing strategies. This approach permitted a controlled examination of how different age groups perceive and react to guerrilla marketing tactics in an emerging market context. Findings – The study revealed that Generation Z responds positively to guerrilla marketing’s creativity and disruptive nature, while Generation Y prefers traditional marketing approaches. These findings highlight the varying effectiveness of unconventional marketing strategies across age groups, emphasizing the need for tailored marketing approaches to maximize brand trust and performance in emerging markets. Originality/value – This research contributes to the literature on generational marketing by providing empirical evidence on the effectiveness of guerrilla marketing in an emerging market and offers practical insights for marketers seeking to engage diverse generational cohorts through innovative, culturally aligned strategies. By highlighting the differing perceptions of Generations Z and Y, this study underscores the importance of adapting marketing tactics to specific audience preferences, enhancing brand positioning in developing economies, such as Azerbaijan.