Exploring small and medium enterprises (SMEs) food packaging as a touch-point to promote nation branding at Kuala Lumpur International Airport (KLIA)

Exploring small and medium enterprises (SMEs) food packaging as a touch-point to promote nation branding at Kuala Lumpur International Airport (KLIA)

The purpose of this study is to investigate the potential of national identity to be usedas a promotion factor by Malaysian Small and Medium Enterprises (SMEs), through its food packaging.The Kuala Lumpur International Airport (KLIA International Airport, KLIA) was chosen as the targetlocation becau...

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Main Author: Tan, Si Man
Format: thesis
Language:eng
Published: 2019
Subjects:
TP Chemical technology
Online Access:https://ir.upsi.edu.my/detailsg.php?det=4855
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id oai:ir.upsi.edu.my:4855
record_format uketd_dc
institution Universiti Pendidikan Sultan Idris
collection UPSI Digital Repository
language eng
topic TP Chemical technology
spellingShingle TP Chemical technology
Tan, Si Man
Exploring small and medium enterprises (SMEs) food packaging as a touch-point to promote nation branding at Kuala Lumpur International Airport (KLIA)
description The purpose of this study is to investigate the potential of national identity to be usedas a promotion factor by Malaysian Small and Medium Enterprises (SMEs), through its food packaging.The Kuala Lumpur International Airport (KLIA International Airport, KLIA) was chosen as the targetlocation because the airport has the potential to trigger impulsive buying behaviors amongcustomers. Qualitative approaches through semi-structured interviews were used as data collection.This study involves15 respondents involved, comprising ten international students, three graphic designers, and twoexperts in the field of advertising and branding. Grounded theory is used in the process ofanalyzing data by dividing data into respective categories and codes. This study identifies threeimportant categories comprising of country of origin (COO), semiotic, and combined elements (COOand semiotic). The findings show that the use of national branding in PKS food packaging is able topromote national identity and national branding effectively. This study suggests that SMEs shouldinvest in packaging as it is one of the most important elements for brand building andproductive aspects for products and countries.
format thesis
qualification_name
qualification_level Master's degree
author Tan, Si Man
author_facet Tan, Si Man
author_sort Tan, Si Man
title Exploring small and medium enterprises (SMEs) food packaging as a touch-point to promote nation branding at Kuala Lumpur International Airport (KLIA)
title_short Exploring small and medium enterprises (SMEs) food packaging as a touch-point to promote nation branding at Kuala Lumpur International Airport (KLIA)
title_full Exploring small and medium enterprises (SMEs) food packaging as a touch-point to promote nation branding at Kuala Lumpur International Airport (KLIA)
title_fullStr Exploring small and medium enterprises (SMEs) food packaging as a touch-point to promote nation branding at Kuala Lumpur International Airport (KLIA)
title_full_unstemmed Exploring small and medium enterprises (SMEs) food packaging as a touch-point to promote nation branding at Kuala Lumpur International Airport (KLIA)
title_sort exploring small and medium enterprises (smes) food packaging as a touch-point to promote nation branding at kuala lumpur international airport (klia)
granting_institution Universiti Pendidikan Sultan Idris
granting_department Fakulti Seni, Komputeran dan Industri Kreatif
publishDate 2019
url https://ir.upsi.edu.my/detailsg.php?det=4855
_version_ 1747833154555609088
spelling oai:ir.upsi.edu.my:48552020-06-04 Exploring small and medium enterprises (SMEs) food packaging as a touch-point to promote nation branding at Kuala Lumpur International Airport (KLIA) 2019 Tan, Si Man TP Chemical technology The purpose of this study is to investigate the potential of national identity to be usedas a promotion factor by Malaysian Small and Medium Enterprises (SMEs), through its food packaging.The Kuala Lumpur International Airport (KLIA International Airport, KLIA) was chosen as the targetlocation because the airport has the potential to trigger impulsive buying behaviors amongcustomers. Qualitative approaches through semi-structured interviews were used as data collection.This study involves15 respondents involved, comprising ten international students, three graphic designers, and twoexperts in the field of advertising and branding. Grounded theory is used in the process ofanalyzing data by dividing data into respective categories and codes. This study identifies threeimportant categories comprising of country of origin (COO), semiotic, and combined elements (COOand semiotic). The findings show that the use of national branding in PKS food packaging is able topromote national identity and national branding effectively. This study suggests that SMEs shouldinvest in packaging as it is one of the most important elements for brand building andproductive aspects for products and countries. 2019 thesis https://ir.upsi.edu.my/detailsg.php?det=4855 https://ir.upsi.edu.my/detailsg.php?det=4855 text eng closedAccess Masters Universiti Pendidikan Sultan Idris Fakulti Seni, Komputeran dan Industri Kreatif Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.Aaker, D. A. (1996). Building strong brands. New York: Free Press. Aaker, D.A. (2010). Buildingstrong brands. Simon & Schuster UK Ltd.Aaker, J. L. (1997). Dimensions of brand Personality. Journal of Marketing Research, 34(3),347-356.Aaker, J. (1999). 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