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The Effect of Guerrilla Marketing On Company Share Prices

An Event Study Analysis

Svetlana Davis, Frederick Davis
DOI: 10.2501/JAR-2021-010 Published 1 September 2021
Svetlana Davis
Bishop’s University,
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  • For correspondence: sdavis@ubishops.ca
Frederick Davis
Concordia University,
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  • For correspondence: frederick.davis@concordia.ca
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Article Information

vol. 61 no. 3 346-361
DOI 
https://doi.org/10.2501/JAR-2021-010

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Received January 17, 2020
  • Received (in revised form) October 22, 2020
  • Accepted December 7, 2020
  • Published online September 6, 2021.

Article Versions

  • Previous version (July 16, 2021 - 04:41).
  • You are viewing the most recent version of this article.
Copyright & Usage 
Copyright © 2021 ARF. All rights reserved.

Author Information

  1. Svetlana Davis
  1. Bishop’s University, sdavis{at}ubishops.ca
  1. Frederick Davis
  1. Concordia University, frederick.davis{at}concordia.ca
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Vol 61 Issue 3

Journal of Advertising Research: 61 (3)
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The Effect of Guerrilla Marketing On Company Share Prices
Svetlana Davis, Frederick Davis
Journal of Advertising Research Sep 2021, 61 (3) 346-361; DOI: 10.2501/JAR-2021-010

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The Effect of Guerrilla Marketing On Company Share Prices
Svetlana Davis, Frederick Davis
Journal of Advertising Research Sep 2021, 61 (3) 346-361; DOI: 10.2501/JAR-2021-010
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  • Article
    • Abstract
    • MANAGEMENT SLANT
    • INTRODUCTION
    • GUERRILLA MARKETING CAMPAIGNS
    • CONNECTION TO COMPANY VALUE
    • LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
    • METHOD
    • RESULTS
    • DISCUSSION
    • CONCLUSION
    • ABOUT THE AUTHORS
    • Appendix 1 Variable Operationalization
    • Appendix 2 Event Study Cumulative Average Abnormal Returns (CAARs) Over the (0, +1) Period
    • REFERENCES
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