UPSI Digital Repository (UDRep)
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Abstract : Universiti Pendidikan Sultan Idris |
The purpose of this study is to investigate the potential of national identity to be used
as 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 target
location because the airport has the potential to trigger impulsive buying behaviors among
customers. Qualitative approaches through semi-structured interviews were used as data collection.
This study involves
15 respondents involved, comprising ten international students, three graphic designers, and two
experts in the field of advertising and branding. Grounded theory is used in the process of
analyzing data by dividing data into respective categories and codes. This study identifies three
important categories comprising of country of origin (COO), semiotic, and combined elements (COO
and semiotic). The findings show that the use of national branding in PKS food packaging is able to
promote national identity and national branding effectively. This study suggests that SMEs should
invest in packaging as it is one of the most important elements for brand building and
productive aspects for products and countries.
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