文章基本信息

标题：A Semantic Approach in Perception for Packaging in the SME's Food Industries in Malaysia: A Case Study of Malaysia Food Product Branding in United Kingdom
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作者：Sazrinee Zainal Abidin ; Sazrinee Zainal Abidin ; Raja Ahmad Azmeer Raja Ahmad Effendi 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：115
页码：115-130
DOI：10.1016/j.sbspro.2014.02.420
语种：English
出版社：Elsevier
摘要：AbstractPurpose – This paper is to evaluate the perception for the food packaging and branding for Malaysia SME's food industries in United Kingdom. This study uses literature survey, questionnaire, semantic evaluation and observations. Additionally, this research would also show the evidences of semantic selection and global strategies by the brand owner closely related to the consumers. Attributes for a successful brand, packaging and marketing are available for references for any SMEs before going global. The innovation and creativity tackling all the problems on branding, packaging design and global market have make it more strategic and direct in creating solutions for internationalization and standardization.
关键词：Branding;Global Market;Packaging Design;SME's and Internationalisation