Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia

Run, Ernest Cyril De and Chin, Sien Fah (2006) Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia. Sunway Academic Journal, 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
Additional Information: Authors are affiliated with Universiti Malaysia Sarawak.
Uncontrolled Keywords: language; packaging; ethnic; Malay; Chinese; Malaysia
Subjects: H Social Sciences > HF Commerce
P Language and Literature > P Philology. Linguistics
Divisions: Others > Non Sunway Academics
Depositing User: Administrator Admin
Date Deposited: 15 Oct 2012 03:43
Last Modified: 15 Oct 2012 03:43
URI: http://eprints.sunway.edu.my/id/eprint/26

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