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 arc considered for future marketing strategies.