May I have your order please? The effect of publicity, trust and reputation on purchase intention of the fast-food products

Abstract

Publicity has been regarded as one of the influential marketing strategies especially for Generation Z. However, the study on the effect of publicity on purchase intention remain scare and understudied. This study set outs to examine the indirect effect of publicity towards purchase intention of fast food product, through trust and reputation. The data were collected via self-administered survey questionnaire consisting 170 Generation Z in Malaysia. Results of this study revealed that publicity positively affect trust and purchase intention. Additionally, the mediating effect of trust and reputation in the publicity-purchase intention link were also established. The study also found, trust and reputation to be positively related to purchase intention. This study is among the pioneers to investigates the role of publicity towards purchase intention of the fast food products for the Malaysian context. Also, this study develops new relationships such as the mediating effect of reputation between publicity and purchase intention. The findings from this study are expected to benefit the fast food marketers and the researchers that specialized in consumer behaviour study.