الفهرس 
المحتوياتيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
Purpose: The main purpose of this study is to identify the relationship of the dimensions of Guerrilla advertising to consumer responses, by applying to customers of food manufactured in Egypt. Methodology : For collecting the data, the survey list was designed, and the Researchers used the online survey, made available to a wide audience of potential participants, and was directed to customers of ”processed food” in Egypt, specifically from 19/12/2020 until 31/1/2021. To analyze the primary data of the study, the SPSS V26 statistical program was used to enter the primary data and analyze the study hypotheses, with a sample size of 384 individuals. Findings: The results of the statistical analysis showed a positive direct effect correlation (Medium-strength) between the dimensions of the study (Novelty, Relevance, aesthetics, humor, clarity, surprise, emotional arousal, Awareness of brand of firm, Attitude towards the brand and purchase intentions) through on the responses of customers of foodstuffs manufactured in Egypt under study, where a function came statistically at the level of indication (0.01), as the results of the current study found that there is a moral effect of the dimensions of guerrilla advertising (Emotional Arousal, Clarity, Relevance ) on the responses of customers,, and there is no effect important of (Novelty, aesthetics, humor, surprise) on customer responses.