ISSN: 2222-6990
Open access
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.
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In-Text Citation: (Min, Idris, & Yusoff, 2018)
To Cite this Article: Min, T. S., Idris, M. Z., & Yusoff, S. O. S. (2018). Exploring Small and Medium Enterprises (SMEs) Food Packaging as A Touchpoint to Promote Nation Branding at Kuala Lumpur International Airport (KLIA). International Journal of Academic Research in Business and Social Sciences, 8(10), 1349–1360.
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