International Journal of Academic Research in Business and Social Sciences

search-icon

Exploring Small and Medium Enterprises (SMEs) Food Packaging as a Touchpoint to Promote Nation Branding at Kuala Lumpur International Airport (KLIA)

Open access
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.
Aaker, D. A. (1996). Building strong brands. New York: Free Press.
Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.
Aaker, J. L., Fournier, S., & Brasek, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.
Adina, C., Gabriela, C., & Roxana-Denisa, S. (2015). Country-of-Origin Effects on Perceived Brand Positioning. Procedia Economics and Finance, 23, 422-427.
Ares, G., Piqueras_Fizman, B., Varela, P., Marco, R., López, A., & Fiszman, S. (2011). Food labels: Do consumers perceive what semiotics want to convey?. Food quality and preference, 22(7), 689-698.
Aronczyk, M. (2013). Branding the Nation: The Global Business of National Identity. New York: Oxford University Press.
Barr, M. (2012). Nation branding as nation building: China’s image campaign. East Asia, 29(1), 81-94.
Batra, R., Lehmann, D. R., & Singh, D. (1993). The brand personality component of brand goodwill: some antecedents and consequences, in Aaker, D. A., & Biel, A. L. (Eds), Brand Equity and Advertising, Lawrence Erlbaum Associate, Hillsdake, NJ, pp. 83-96.
Batra, R., Ramaswamy, V., Steenkamp, J. B., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-95.
Borishade, T., Ogunnaike, O., Dirisu, J., & Onochie, P. (2015). Empirical study of Packaging and its Effect on Consumer Purchase Decision in a Food and Beverages Firm. European Journal of Business and Social Sciences, 3(11), 44-53.
Bulmer, S., & Buchanan-Oliver, M. (2010). Experiences of brands and national identity. Australasian Marketing Journal (AMJ), 18(4), 199-205.
Chen, N. (2012). Branding national images: The 2008 Beijing summer Olympics, 2010 Shanghai World Expo, and 2010 Guangzhou Asian games. Public Relations Review, 38(5), 731-745.
Clement, J. (2007). Visual influence on in-store buying decision: an eye-track experiment on the visual influence of packaging design, Journal of Marketing Manage, 23(9), 917-928.
Clement, J., Kristensen, T., & Grønhaug, K. (2013). Understanding consumers’ in-store visual perception: The influence of package design features on visual attention, Journal of Retailing and Consumer Services, 20(2), 234-239.
De Vicente, J. (2004). State branding in the 21st century. Master of Arts in Law and Diplomacy Thesis. The Flecher School, Medford, United Sates.
Eisend, M., & Stokburger-Sauer, N. E. (2013). Brand personality: A meta-analytic review of antecedents and consequences. Marketing Letters, 24(3), 205-216.
Fan, Y. (2010). Branding the nation: Towards a better understanding. Place branding and public diplomacy, 6(2), 97-103.
Geuens, M., Vantomme, D., & Brengman, M. (2004). Developing a typology of airport shoppers. Tourism Management, 25(4), 615-622.
Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Chan, P., Oh, H., … & Weitz, B. (2012). Brand and country-of-origin effect on consumers’ decision to purchase and luxury products. Journal of Business Research, 65(10), 1461-1470.
Gofman, A., Moskowitz, H. R., Mets, T. (2010). Accelerating structured consume-driven package design. Journal of Consumer Marketing, 27(2), 157-168.
Grimson, A. (2010). Culture and identity: two different notions. Social Identities, 16(1), 61-77.
Hurley, R. A., Randall, R., O’ Hara, L., Tonkin, C., & Rice, J. C. (2016). Color harmonies in packaging. Color Research & Application, 42(1), 50-59.
Jafarnejad, A., Shahroudi, K., & Mousagholizadeh, F. (2012). Analysis of the effect of brand personality on customer loyalty to the Mellat Bank brand in the Tehran Province. Interdisciplinary Journal of Contemporary Research in Business, 3(9), 791-800.
Jerzyk, E. (2016). Design and Communication of Ecological Content on Sustainable Packaging in Young Consumers’ Opinions. Journal of Food Products Marketing, 22(6), 707-716.
Kamaruddin, A. R., Mokhlis, S., & Othman, M. N. (2002). Ethnocentrism orientati
In-Text Citation: (Min, Idris, & Yusoff, 2018)
To Cite this Article: Min, T. S., Idris, M. Z., & Yusoff, S. O. S. (2018). Exploring Small and Medium Enterprises (SMEs) Food Packaging as A Touchpoint to Promote Nation Branding at Kuala Lumpur International Airport (KLIA). International Journal of Academic Research in Business and Social Sciences, 8(10), 1349–1360.