%0 Journal Article
%T Analysis of Brand Awareness and Guerrilla Marketing In Iranian SME
%A Ali Mokhtari Mughari
%J Iranian Journal of Management Studies
%D 2011
%I University of Tehran
%X This research aims at analyzing and investigation of role of brand and guerrilla marketing in keeping and increasing purchasing portfolio of customer in Iran s SME and in this respect three hypothesizes are developed. For doing of this research after exploration of models and approaches in brand questionnaire and guerrilla marketing were used for customers of company. The conceptual model based on primary and sub hypothesizes were designed. For gathering data, two questionnaires were used for integration of guerrilla marketing and brand awareness. The research hypotheses were tested by correlation test, all the hypotheses were verified. The sequences of priorities in brand awareness were marketing budget, perceived quality of main product of one brand, perceived proportion of main product of one brand. There was a significant relationship between guerrilla marketing and brand awareness in Iran's SME. Also it was concluded that substitution capability of main product of one brand with mean of 1.73, perceived proportion of main product of one brand by mean of 2.04, marketing budget item by mean of 2.99 and, perceived quality of main product of one brand with mean of 3.10 were first to fourth priority respectively.
%K Brand
%K Guerrilla Marketing
%K Brand awareness
%K SME.
%U http://ijms.ir/pg/04/ijms0407.pdf