Run, Ernest Cyril de; Yee, Teh Chin; Khalique, Muhammad - In: KASBIT Journal of Management & Social Science 4 (2011) December, pp. 104-115
This paper investigates the impact of language choice in a brand name on consumer’s response. This was measured based on three different language based brand names in the same product category (coffee). The brand names were Aik Cheong, Kopimas, and Power Root, representing Chinese, Malay, and...