The research purpose was to explore guerrilla
marketing effects on consumer behavior. Based on previous
literature of guerrilla marketing and proposed model
frameworks of advertising, the research evaluated consumer
perception through their exposure to 20 guerrilla
advertisements. Factor Analysis and Multiple Regression were
employed to examine such effects. The results showed that
creativity, emotion arousal and message clarity had significant
effects on purchase intention whereas humor and surprise did
not. Academicians may have some insights into the applicability
of guerrilla marketing in Vietnam and managers, especially
those working in advertising industry, may make use of the
results to develop effective marketing strategy to attract and
persuade their customers to buy their products.