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All Journal ETIKONOMI
Jan Muhammad Sohu
Sukkur IBA University
Economics, Econometrics & Finance

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Journal : ETIKONOMI

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The Mediating Role of Brand Attitude for Purchase Intention: Empirical Evidence from Fast Food Industry in Pakistan Ikram Uddin Junejo; Jan Muhammad Sohu; Ammarah Aijaz; Touseef Hussain Ghumro; Saad Hussain Shaikh; Allah Dino Seelro
ETIKONOMI Vol 21, No 1 (2022)
Publisher : Faculty of Economic and Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/etk.v21i1.22302

Abstract

This study aimed to examine the role of brand attitude in mediating the relationship between advertising appeal and brand emotion on purchase intention in the fast-food industry of Hyderabad, Pakistan. Primary data was gathered from customers and adopted standard questionnaires from previous studies. The total number of respondents was 150, and for the analysis of data, various statistical tests such as SPSS and AMOS were used to assess the hypothesis, including the Reliability test, Confirmatory Analysis, and Structural equation modeling. The current study's findings indicated a partial mediation effect of brand attitude between advertising appeal and brand emotion for purchase intention. This study helps develop marketing strategies to identify convenience in this field of emotional marketing. They did this by developing a model that reflects on pre-purchase decisions and effects of emotional appeal, feeling, and attitude towards a brand, especially for fast food consumers. For improved market share in the future, marketing organizations in Hyderabad, Pakistan these factors are considered for future marketing strategies.  How to Cite:Junejo, I., Sohu, J. M., Aijaz, A., Ghumro, T. H., Shaikh, S. H., & Seelro, A. D. (2022). The Mediating Role of Brand Attitude for Purchase Intention: Empirical Evidence from Fast Food Industry. Etikonomi, 21(1), 103-112. https://doi.org/10.15408/etk.v21i1.22302.
Co-Authors Allah Dino Seelro Ammarah Aijaz Ikram Uddin Junejo Saad Hussain Shaikh Touseef Hussain Ghumro