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Type :thesis
Subject :TP Chemical technology
Main Author :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)
Place of Production :Tanjong Malim
Publisher :Fakulti Seni, Komputeran dan Industri Kreatif
Year of Publication :2019
Corporate Name :Universiti Pendidikan Sultan Idris
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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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