Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sunway University College
2006
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/26/ http://eprints.sunway.edu.my/26/1/ernest3.pdf |
| _version_ | 1848801723911503872 |
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| author | Run, Ernest Cyril De Chin, Sien Fah |
| author_facet | Run, Ernest Cyril De Chin, Sien Fah |
| author_sort | Run, Ernest Cyril De |
| building | SU Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T21:12:00Z |
| format | Article |
| id | sunway-26 |
| institution | Sunway University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:12:00Z |
| publishDate | 2006 |
| publisher | Sunway University College |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-262012-10-15T03:43:29Z http://eprints.sunway.edu.my/26/ Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia Run, Ernest Cyril De Chin, Sien Fah HF Commerce P Philology. Linguistics 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. Sunway University College 2006 Article PeerReviewed text en http://eprints.sunway.edu.my/26/1/ernest3.pdf 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. |
| spellingShingle | HF Commerce P Philology. Linguistics Run, Ernest Cyril De Chin, Sien Fah Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia |
| title | Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia |
| title_full | Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia |
| title_fullStr | Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia |
| title_full_unstemmed | Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia |
| title_short | Language use in packaging : the reaction of Malay and Chinese consumers in Malaysia |
| title_sort | language use in packaging : the reaction of malay and chinese consumers in malaysia |
| topic | HF Commerce P Philology. Linguistics |
| url | http://eprints.sunway.edu.my/26/ http://eprints.sunway.edu.my/26/1/ernest3.pdf |