The Mediating Role of Brand Attitude for Purchase Intention: Empirical Evidence from Fast Food Industry in Pakistan

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

MASTL promotes cell contractility and motility through kinase-independent signaling

Microtubule-associated serine/threonine-protein kinase-like (MASTL) is a mitosis-accelerating kinase with emerging roles in cancer progression. However, possible cell cycle-independent mechanisms behind its oncogenicity remain ambiguous. Here, we identify MASTL as an activator of cell contractility and MRTF-A/SRF (myocardin-related transcription factor A/serum response factor) signaling. Depletion of MASTL increased cell spreading while reducing contractile actin stress fibers in normal and breast cancer cells and strongly impairing breast cancer cell motility and invasion. Transcriptome and proteome profiling revealed MASTL-regulated genes implicated in cell movement and actomyosin contraction, including Rho guanine nucleotide exchange factor 2 (GEF-H1, ARHGEF2) and MRTF-A target genes tropomyosin 4.2 (TPM4), vinculin (VCL), and nonmuscle myosin IIB (NM-2B, MYH10). Mechanistically, MASTL associated with MRTF-A and increased its nuclear retention and transcriptional activity. Importantly, MASTL kinase activity was not required for regulation of cell spreading or MRTF-A/SRF transcriptional activity. Taken together, we present a previously unknown kinase-independent role for MASTL as a regulator of cell adhesion, contractility, and MRTF-A/SRF activity. [Abstract copyright: © 2020 Taskinen et al.

Etikonomi : jurnal ekonomi volume 21 (1) 2022

ii, 212 hlm, 29,5 x 21 c