{"id":"W4415696478","doi":"10.1108/yc-03-2025-2456","title":"Generational responses to guerrilla marketing: examining brand associations across Generations Z and Y","year":2025,"lang":"en","type":"article","venue":"Young Consumers Insight and Ideas for Responsible Marketers","topic":"Generational Differences and Trends","field":"Social Sciences","cited_by":0,"is_retracted":false,"has_abstract":true,"ca_institutions":"Carleton University; Athabasca University","funders":"","keywords":"Citizen journalism; Perception; Creativity; Empirical research; Marketing research; Empirical evidence; Marketing management; Consumer behaviour","routes":{"ca_aff":true,"ca_fund":false,"ca_venue":false,"about_ca":false,"invisible_to_affiliation_only":false},"retraction":null,"screen":null,"direct_labels":[],"prediction":{"model_version":"codex-gemma-dda1882f352a","candidate_categories":["sts"],"consensus_categories":[],"category_scores_codex":[0.00220903,0.0001972622,0.0002474561,0.0003315094,0.002618392,0.0006212674,0.0001313828,0.0001431967,0.00004318298],"category_scores_gemma":[0.002916265,0.0002043184,0.00006500031,0.0004759267,0.0002877605,0.0002358944,0.00008795258,0.00009694485,0.000002623111],"about_ca_system_candidate":false,"about_ca_system_consensus":false,"about_ca_system_score_codex":0.000104734,"about_ca_system_score_gemma":0.0005709964,"about_ca_topic_candidate":false,"about_ca_topic_consensus":false,"about_ca_topic_score_codex":0.0003403959,"about_ca_topic_score_gemma":0.006601934,"domain_scores_codex":[0.9977784,0.0006773352,0.0003563098,0.0004658765,0.0002966543,0.0004253967],"domain_scores_gemma":[0.9970965,0.002175916,0.00009335374,0.0001534693,0.0002684382,0.0002123643],"domain_codex":null,"domain_gemma":null,"domain_candidate":null,"domain_consensus":null,"study_design_codex":"observational","study_design_gemma":"observational","study_design_scores_codex":[0.004007597,0.0001192133,0.6605784,0.00009498886,0.0006990705,0.00001061109,0.01931168,0.00007383029,0.01522882,0.2229753,0.03037593,0.04652457],"study_design_scores_gemma":[0.001503359,0.00009410139,0.8062266,0.00008467384,0.000121107,0.000004921053,0.002972719,0.001005911,0.000272566,0.003263918,0.1839249,0.0005252649],"study_design_candidate":"observational","study_design_consensus":"observational","genre_codex":"empirical","genre_gemma":"empirical","genre_scores_codex":[0.9742802,0.001348595,0.001471377,0.005784888,0.0007585743,0.0006118824,0.0002774988,0.00006596436,0.01540102],"genre_scores_gemma":[0.9661805,0.0003870165,0.005169454,0.0008534823,0.0001104019,0.0001640664,0.00007885785,0.00001542214,0.02704078],"genre_candidate":"empirical","genre_consensus":"empirical","teacher_disagreement_score":0.2197114,"threshold_uncertainty_score":0.9986801,"prediction_status":"machine_predicted_unvalidated"},"machine_scores":{"provisional":true,"baseline":true,"maturity_gate_passed":false,"score_opus":0.04227059924490298,"score_gpt":0.3548717012477524,"score_spread":0.3126011020028494,"validation_status":"score_only:v0-immature-baseline","note":"Baseline scores from an immature model (maturity gate not passed). Scores rank; they never assert a category."}}