Exploring Small and Medium Enterprises (SMEs) Food Packaging as a Touchpoint to Promote Nation Branding at Kuala Lumpur International Airport (KLIA)
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 10
Abstract
Today, nation branding is emerging field of competitive marketing. The aim of this study is to explore the potential of the national identity to be promoted by Malaysian Small and Medium Enterprises (SMEs) through its food packaging. Kuala Lumpur International Airport (KLIA) is selected because of its potential as an outbound shopping to trigger consumer’s impulsive buying behaviours, especially among international products.
Authors and Affiliations
Tan Si Min, Muhammad Zaffwan Idris, Syed Osman Syed Yusoff
Keywords
Related Articles
- EP ID EP574055
- DOI 10.6007/IJARBSS/v8-i10/5303
- Views 67
- Downloads 0
Challenges in Recruiting Specialized Internal Auditors: Case Study Evidence of Islamic Financial Institution in Malaysia
The internal audit function within an organization is no longer confined to the conventional compliance or operational audit. Specialized internal audit has emerged with the rise of certain service sectors including the...
Comparative Analysis between Romanian and Bulgarian International Tourism
International tourism present complex challenges for a specific country and for the development of that country, because it must serve the range of needs of international tourists as well as the resident community. The i...
Financial Ratios Approach to Evaluating Financial Performance of Cal Bank Ghana from 2010 to 2014
This study was undertaken to evaluate financial performance of Cal Bank Limited. Its main objective was to examine empirically the financial performance of the bank in terms of its financial hea...
Entrepreneurial Intention among Syrian Students
In hard times, when educated persons cannot get job, self-employment is referred as a solution. But entrepreneurship is not the function that might be outcome of simple efforts. It requires a regular and permanent attitu...
The Effect of Brand Image and Brand Benefit on Customer Loyalty: The Case of Turkey
Purpose - This study aims to investigate the effect of brand image and brand benefit on customer loyalty. Design/methodology/approach - Primary data collection method was used in the study. The survey method was used as...