MANAGEMENT SLANT
- Guerrilla marketing campaigns, on average, are associated with significantly positive movements in company stock prices.
- Campaigns utilizing emotional appeals, especially joy, are associated with significantly positive movements in company stock prices.
- Campaigns invoking humor are associated with significantly negative abnormal company returns in cross-sectional analysis.
- Campaigns utilizing rational appeals, especially those making claims of high quality, are associated with significantly negative movements in company stock prices.
- The interaction of the form of appeal (emotional versus rational) with the product type (hedonic versus utilitarian) is significantly associated with abnormal company returns.
INTRODUCTION
Marketers need...