1*Fidelia Igemohia
&
2Stanley Akpevwe Onobrakpeya
1Department of Marketing and Entrepreneurship,
Delta State University Abraka
2Department of Marketing,
Federal Polytechnic Orogun, Delta State, Nigeria.
*For correspondence, email: fideliaabu@gmail.com
Abstract
The study investigated the effect of guerrilla marketing dimensions in improving competitive advantage among beverage companies in South East Nigeria. This study seeks to address how ambient advertising, ambush marketing, and brand storytelling, as guerrilla marketing dimensions, affect competitive advantage. The cross-sectional survey research method was selected for this study. The study population comprised 644 workers from six beverage companies. The sample size was established at 234 participants. Primary data were collected using questionnaires. To analyze the data collected a combination of descriptive and inferential statistics was employed. The study revealed that brand storytelling (β = 0.504) has the strongest positive effect on competitive advantage, followed by ambient advertising (β = 0.308) and ambush marketing (β = 0.220). The findings suggest that beverage companies should prioritize brand storytelling as it has the strongest positive effect on competitive advantage, enabling them to create emotional connections with consumers and enhance brand loyalty. While ambush marketing shows a positive effect, it is less impactful compared to brand storytelling and ambient advertising, indicating that it should be used selectively.
Keywords: Ambient Advertising, Beverage Companies, Brand Storytelling, Competitive Advantage, Guerilla Marketing Dimensions