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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...

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Bibliographic Details
Main Authors:	Ernest Cyril, de Run, Yee, Teh Chin, Khalique, Muhammad
Format:	Article
Language:	English
Published:	International Journal of Research Studies in Management 2012
Subjects:	H Social Sciences (General)
Online Access:	http://ir.unimas.my/id/eprint/8637/ http://ir.unimas.my/id/eprint/8637/1/Ernest%20Cyril.pdf

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