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vol. 61 no. 3 346-361
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History
- Received January 17, 2020
- Received (in revised form) October 22, 2020
- Accepted December 7, 2020
- Published online September 6, 2021.
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- Previous version (July 16, 2021 - 04:41).
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Vol 61 Issue 3
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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
- Figures & Data
- Info