It's not just a brand name: The impact of language on consumer attitude and behavior
This paper notes the impact of language choice in a brand name on consumer’s response. This was measured based on three different language based brand names in the same product category (coffee). The brand names were Aik Cheong, Kopimas, and Power Root, representing Chinese, Malay, and English langu...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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International Journal of Research Studies in Management
2012
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/8637/ http://ir.unimas.my/id/eprint/8637/1/Ernest%20Cyril.pdf |
| _version_ | 1848836409113182208 |
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| author | Ernest Cyril, de Run Yee, Teh Chin Khalique, Muhammad |
| author_facet | Ernest Cyril, de Run Yee, Teh Chin Khalique, Muhammad |
| author_sort | Ernest Cyril, de Run |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | This paper notes the impact of language choice in a brand name on consumer’s response. This was measured based on three different language based brand names in the same product category (coffee). The brand names were Aik Cheong, Kopimas, and Power Root, representing Chinese, Malay, and English language respectively. Speech Accommodation
Theory (SAT) is used as the basis for this paper as it indicates that a group prefers its own language and will respond positively. Data was collected from Chinese respondents throughout Malaysia using a survey. Questions were from past measurement scales utilizing a 6 point forced scale. The findings indicate that respondents preferred English and Chinese language brand name over Malay language brand name and there was no difference in response for English and Chinese language brand name. Malay language was the least preferred. This paper is limited by the method, breath and scope of data collection. |
| first_indexed | 2025-11-15T06:23:18Z |
| format | Article |
| id | unimas-8637 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T06:23:18Z |
| publishDate | 2012 |
| publisher | International Journal of Research Studies in Management |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-86372022-01-24T01:47:46Z http://ir.unimas.my/id/eprint/8637/ It's not just a brand name: The impact of language on consumer attitude and behavior Ernest Cyril, de Run Yee, Teh Chin Khalique, Muhammad H Social Sciences (General) This paper notes the impact of language choice in a brand name on consumer’s response. This was measured based on three different language based brand names in the same product category (coffee). The brand names were Aik Cheong, Kopimas, and Power Root, representing Chinese, Malay, and English language respectively. Speech Accommodation Theory (SAT) is used as the basis for this paper as it indicates that a group prefers its own language and will respond positively. Data was collected from Chinese respondents throughout Malaysia using a survey. Questions were from past measurement scales utilizing a 6 point forced scale. The findings indicate that respondents preferred English and Chinese language brand name over Malay language brand name and there was no difference in response for English and Chinese language brand name. Malay language was the least preferred. This paper is limited by the method, breath and scope of data collection. International Journal of Research Studies in Management 2012 Article NonPeerReviewed text en http://ir.unimas.my/id/eprint/8637/1/Ernest%20Cyril.pdf Ernest Cyril, de Run and Yee, Teh Chin and Khalique, Muhammad (2012) It's not just a brand name: The impact of language on consumer attitude and behavior. International Journal of Research Studies in Management, 1 (2). pp. 47-56. ISSN 2243-7789 http://www.researchgate.net/publication/235645531_It's_not_just_a_brand_name_The_impact_of_language_on_consumer_attitude_and_behavior DOI: 10.5861/ijrsm.2012.v1i2.58 |
| spellingShingle | H Social Sciences (General) Ernest Cyril, de Run Yee, Teh Chin Khalique, Muhammad It's not just a brand name: The impact of language on consumer attitude and behavior |
| title | It's not just a brand name: The impact of language on consumer attitude and behavior |
| title_full | It's not just a brand name: The impact of language on consumer attitude and behavior |
| title_fullStr | It's not just a brand name: The impact of language on consumer attitude and behavior |
| title_full_unstemmed | It's not just a brand name: The impact of language on consumer attitude and behavior |
| title_short | It's not just a brand name: The impact of language on consumer attitude and behavior |
| title_sort | it's not just a brand name: the impact of language on consumer attitude and behavior |
| topic | H Social Sciences (General) |
| url | http://ir.unimas.my/id/eprint/8637/ http://ir.unimas.my/id/eprint/8637/ http://ir.unimas.my/id/eprint/8637/ http://ir.unimas.my/id/eprint/8637/1/Ernest%20Cyril.pdf |