Ernest Cyril, de Run and Fah, Chin Sien (2006) Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia. Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia., 3. pp. 133-145.
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Abstract
This research sets out to determine the changes in attitude, emotion and behaviour of respondents to packaging using Bahasa Malaysia or Chinese in a multicultural Asian country, Malaysia. The findings of this research indicate that respondents reacted more favorably to product packaging imprinted in their own ethnic language. However, there is no significant difference between respondents in their attitude towards the company, indicating that there is a disparity between consumer reaction towards the company and its product packaging.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | UNIMAS, Language, packaging, ethnic, Malay, Chinese, Malaysia. |
| Subjects: | A General Works > AC Collections. Series. Collected works H Social Sciences > HB Economic Theory P Language and Literature > P Philology. Linguistics |
| Divisions: | Academic Faculties, Institutes and Centres > Faculty of Economics and Business Faculties, Institutes, Centres > Faculty of Economics and Business |
| Depositing User: | Karen Kornalius |
| Date Deposited: | 13 Jan 2014 02:50 |
| Last Modified: | 12 Jul 2021 13:12 |
| URI: | http://ir.unimas.my/id/eprint/526 |
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