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Home > Impact of Positive and Negative Word-Of-Mouth on Purchase Intention: Mediating Role of Loyalty and Attitude

Impact of Positive and Negative Word-Of-Mouth on Purchase Intention: Mediating Role of Loyalty and Attitude

Thesis Info

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External Link

Author

Muhammad Usman Ghani

Institute

Virtual University of Pakistan

Institute Type

Public

City

Lahore

Province

Punjab

Country

Pakistan

Thesis Completing Year

2019

Thesis Completion Status

Completed

Subject

Software Engineering

Language

English

Link

http://vspace.vu.edu.pk/detail.aspx?id=280

Added

2021-02-17 19:49:13

Modified

2024-03-24 20:25:49

ARI ID

1676721013750

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Word-of-Mouth (WOM) is an effective promotional strategy for appealing consumers of fast food restaurants. A lot of consumers choose to receive information through WOM when planning to visit a certain fast food restaurant. Fast food industry is on growing day by day in Pakistan. There are numerous national and international fast food restaurant brands and a rigid competition among them in the country. Purpose of the study is to measure the impact of positive and negative WOM on purchase intention among consumers of fast food restaurants in Pakistan. Also, mediating roles of loyalty and attitude between WOM (i.e. positive and negative Word-of-Mouth) and purchase intention are measured. Convenience sampling technique with a sample size of 254 consumers is applied. A personally administered questionnaire with five point likert scale is used to collect data from consumers. Collected data is then analyzed by using multiple regression analysis via Statistical Package for Social Sciences (SPSS) version 23. Whereas, mediation effects are measured by Preacher and Hayes method. Results revealed that positive Word-of-Mouth (PWOM) has positive and significant impact on purchase intention (PI), loyalty, and attitude whether negative Word-of-Mouth (NWOM) has negative and significant impact on purchase intention, loyalty, and attitude. Other findings showed that loyalty and attitude have positive and significant impact on purchase intention towards a certain fast food restaurant. Study also exhibits partial mediation effect. Academic, managerial, and future implications are also discussed.
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مولانا عبیدﷲ سندھی

مولاناعبیداﷲ سندھی
واحسرتا! ابھی برہان کے صفحات پرمولانا محمدالیاس صاحب کاندہلوی کے ماتم میں ہمارے قلم کے آنسو خشک بھی نہیں ہونے پائے تھے کہ ۲۴؍ اگست کی صبح کو اخبارات سے معلوم ہواکہ ہماری بزم علم وعمل کاایک اور صدر نشین ہماری محفل سے رخصت ہوگیا۔یعنی مولانا عبیداﷲ سندھی نے چند روز کی علالت کے بعد پنجاب کے ایک مقام دینپور ریاست بھاولپور میں ۲۳؍اگست کووفات پائی۔اناﷲ واناالیہ راجعون۔
مولانامرحوم ۱۰؍مارچ ۱۸۷۳ء کو پنجاب کے ضلع سیالکوٹ میں ایک سکھ گھرانہ میں پیدا ہوئے۔سولہ سال کی عمر میں خوداپنے غوروخوض اورتحقیق وتلاش کے بعد اسلام قبول کیا۔ پچیس سال کی عمر میں علمِ دین کی طلب کاشوق انھیں کشاں کشاں دیوبند لے آیا۔ جہاں آپ نے چھ سات سال قیام کرکے درسِ نظامی کی تکمیل کی اور اس سے فارغ ہوکر سندھ چلے گئے۔یہاں کئی سال تک درس وتدریس میں مصروف رہے۔ایک مدت کے بعد حضرت شیخ الہندؒ نے آپ کو پھر دیوبند بلا بھیجا۔جہاں وہ اپنے شفیق استاذ کی نگرانی میں مختلف اہم اور ضروری کام انجام دیتے رہے۔اس سلسلہ میں آپ حضرت الاستاذ کے حکم سے ۱۹۱۵ء میں کابل گئے اوریہاں افغانستان کے انقلاب میں براہِ راست حصہ لیا۔ سات سال تک اس ملک میں قیام فرمانے کے بعد ۱۹۲۲ء میں آپ ماسکو آئے جہاں انقلاب کے ہاتھوں ایک نئی دنیا تعمیر ہورہی تھی۔زارکاروس ختم ہوچکا تھا اور لینن کے فیض دم سے سوویٹ روس کے خاکی پتلے میں جان پڑرہی تھی۔ مولانا مرحوم نے ان تمام حالات کاجائزہ بڑے غوروخوض سے لیا اور پھرایک سال قیام کرنے کے بعد آپ ٹرکی تشریف لے گئے۔یہ وہ زمانہ تھا کہ یہاں خلافت کے نسخ کااعلان ہوچکاتھا۔اسلامی قوانین کے بجائے سوئٹزرلینڈ کاقانون نافذ کیا جا رہا تھا۔ شیخِ اسلام کوترکی سے رخصت کردیاگیا تھا۔ عربی رسم الخط کی جگہ لاطینی رسم الخط کو رائج کیاجارہاتھا ۔غرض...

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