Street guerrilla marketing uses features, artefacts and brand ambassadors in the urban environment in an innovative way to provoke customer engagement. The evaluation and classification of contemporary street guerrilla marketing are not reflected in the advertising literature yet. Understanding...

Purpose: There is ample evidence supporting the generalizability of the stimuli-organism-response framework in the retail field, with limited extensions to digital signage inside malls. This article postulates that favourable perceptions of the mall environment result in stronger approach...