Abstract:
The main aim of this study is to analyze the importance of the branded content in the Pakistani Fast fast food industry . This study has also checked the impact of the branded content on the purchase intention and resilience towards the Negative information. To know the impact of the branded content the three variable have been extracted from the past researchers that are entertainment, information, and credibility. As these variables are playing the vital role in the purchase intention and the resilience towards the negative information. In this study the brand attitude is working as the mediator. The quantitative approach has been used to collect the data. The sample size for this study is 384 respondents. The male and female are equally participated in the data collection process. Moreover, the regression and correlation have used after checking the reliability and validity of the instrument of data collection. The closed ended questionnaires has been used as the instrument of data collection. Moreover, with the help of statistical analysis the finding analyzed that branded content are playing very important in influencing the purchase attention of the customer and also developing the resilience towards the negative information of the brand by the customers.
