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

Driving sustainable competitiveness: unveiling the nexus of green intellectual capital and environmental regulations on greening SME performance

Within the evolving landscape of contemporary business, where sustainability and innovation intertwine, our study explores a strategic gap, presenting the rationale behind choosing green intellectual capital (GIC), absorptive capacity (AC), green innovation (GI), environmental regulations (ERs), and competitive advantage (CA) as main constructs. This model investigates the complex nature of the competitive landscape of SMEs within the vibrant manufacturing sector using the latest version of SmartPLS 4 for analyzing complex data. Drawing upon the theory of the natural resource-based view (NRBV), this study uncovers that GIC advances GI and AC, driving SMEs toward sustainable CA, particularly within the context of ER. These findings propose vital insights for SMEs looking to leverage their valuable resource, contributing to greening operations and reaching sustainable competitiveness while also contributing to theoretical developments in understanding resource-based perceptions on greening the manufacturing of SMEs. Findings reveal the significant impact of GIC on AC and GI and their subsequent impact on CA. Furthermore, ER uncovers the essential role in shaping the link between GIC and AC, thus enhancing SMEs’ capacity to achieve sustainable competitiveness. This study discloses how SMEs utilize GIC to identify ER and achieve CA and how the NRBV develops an understanding of SMEs utilizing their unique resource endowments to drive GI and achieve CA. This study examines the mediating role of AC and GI in this relationship

Etikonomi : jurnal ekonomi volume 21 (1) 2022

ii, 212 hlm, 29,5 x 21 c