标题：Exploring Small and Medium Enterprises (SMEs) Food Packaging as a Touchpoint to Promote Nation Branding at Kuala Lumpur International Airport (KLIA)
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2018
卷号：8
期号：10
页码：1349-1360
DOI：10.6007/IJARBSS/v8-i10/5303
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Today, nation branding is emerging field of competitive marketing. The aim of this study is to explore the potential of the national identity to be promoted by Malaysian Small and Medium Enterprises (SMEs) through its food packaging. Kuala Lumpur International Airport (KLIA) is selected because of its potential as an outbound shopping to trigger consumer’s impulsive buying behaviours, especially among international products.
