Table of Contents
Gender differences in brand attitude towards real unhealthy and fictitious healthy brands: The role of slogan familiarity
*Noraziah Mohd Amin, Nursafwah Tugiman, Mohamad-Noor Salehhuddin Sharipudin
Abstract: The effectiveness of brand slogans (also referred to as slogans in this study) in communicating product information has been widely discussed, but there is limited research on whether consumers’ familiarity with slogans differs for healthy and unhealthy products, and whether gender plays a role in this context. This study investigates consumer familiarity with real unhealthy and fictitious healthy slogans and examines how consumers evaluate these slogans, which ultimately influences their brand attitude. A mixed-method approach was employed to address the research questions and hypotheses. First, a content analysis was conducted using...
Abstract: The effectiveness of brand slogans (also referred to as slogans in this study) in communicating product information has been widely discussed, but there is limited research on whether consumers’ familiarity with slogans differs for healthy and unhealthy products, and whether gender plays a role in this context. This study investigates consumer familiarity with real unhealthy and fictitious healthy slogans and examines how consumers evaluate these slogans, which ultimately influences their brand attitude. A mixed-method approach was employed to address the research questions and hypotheses. First, a content analysis was conducted using...
Qualifications versus experience: Does it matter for political leaders in Malaysia?
*Hafezdzullah Mohd Hassan, Awan binti Ismail
Abstract: In recent years, trust deficit in Members of Parliament (MPs) in Malaysia has come under public spotlight following the discovery that some of them had faked their academic qualifications. This issue attracted national attention and caused commotion among the people when the identities of these MPs were disclosed by netizens. People believe that faking academic qualifications is a serious matter due to its association with one’s integrity as a leader. To address the issue of distrust in MPs, the present study was conducted using the diversion theory, entailing two approaches, namely divert in and divert out. Using thematic analysis of interview...
Abstract: In recent years, trust deficit in Members of Parliament (MPs) in Malaysia has come under public spotlight following the discovery that some of them had faked their academic qualifications. This issue attracted national attention and caused commotion among the people when the identities of these MPs were disclosed by netizens. People believe that faking academic qualifications is a serious matter due to its association with one’s integrity as a leader. To address the issue of distrust in MPs, the present study was conducted using the diversion theory, entailing two approaches, namely divert in and divert out. Using thematic analysis of interview...
A communication synergy between place branding and local entrepreneurship activities in Pulau Langkawi
*Sabrina Mohd Rashid, Norsiah Abdul Hamid
Abstract: A brand comprises characteristics such as name, logo, positioning, brand association, and personality. Place branding is a specific tool that suggests a more hedonistic approach to improving the identity of places. A place must be identified, extracted, and orchestrated to constructively associate the place brand to the local activities. This research focuses on place branding and local entrepreneurship activities in terms of their involvement in entrepreneurship development as well as their utilisation of media and communication. While most of the highlights on place branding have been on tourism attractions, it is time to refocus on augmenting the communication synergy of the local entrepreneurs’ involvement. This research begins with field research and semi-structured interviews with self-employed local people...
Abstract: A brand comprises characteristics such as name, logo, positioning, brand association, and personality. Place branding is a specific tool that suggests a more hedonistic approach to improving the identity of places. A place must be identified, extracted, and orchestrated to constructively associate the place brand to the local activities. This research focuses on place branding and local entrepreneurship activities in terms of their involvement in entrepreneurship development as well as their utilisation of media and communication. While most of the highlights on place branding have been on tourism attractions, it is time to refocus on augmenting the communication synergy of the local entrepreneurs’ involvement. This research begins with field research and semi-structured interviews with self-employed local people...
Special Issue: International Conference on Media Studies (ICMS2021)
Special Issue: International Conference on Media Studies (ICMS2021)
Guest Editor: Dr. Mohamad-Noor Salehhuddin Sharipudin
Guest Editor: Dr. Mohamad-Noor Salehhuddin Sharipudin
