@article{2015,title={EFFECT OF AMBİENT MARKETING ON CONSUMERS’ PURCHASING BEHAVIOUR: A CROSS-CULTURAL STUDY},abstractNode={This study gives a brief idea regarding the employment of ambient marketing (street marketing) which is among the most prevalent guerrilla marketing methods. Besides, it carries out a quantitative research for acquiring the objective of finding the influences of ambient marketing (street marketing) on catching the attention of customers for the goods and services in a cross cultural environment. Both secondary and primary data were collected for achieving the purpose of this study. Secondary data was collected from the scholarly articles which are mostly available online. However, primary data was collected by conducting questionnaire with both British and Turkish people. 96 questionnaires were distributed in both countries by using random sampling. Istanbul and London were chosen for the questionnaire distribution. In the analysis, frequency analysis was used since the aim of this study was to explore the current perception of the consumers regarding the effect of ambient advertising},author={Sinem EYİCE BAŞEV},year={2015},journal={The Journal of Academic Social Science}}