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 English language respectively. Speech Accommodation Theory (SAT) is …