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dc.contributor.authorHo, Han-Chiangen_US
dc.contributor.authorChiu, Candy L.en_US
dc.contributor.authorJiang, Daien_US
dc.contributor.authorShen, Jialeen_US
dc.contributor.authorXu, Hongen_US
dc.identifier.citationHo, H. C., Chiu, C. L., Jiang, D., Shen, J., & Xu, H. (2019). Influence of language of packaging labels on consumers’ buying preferences. Journal of Food Products Marketing, 25(4), 435-461.en_US
dc.descriptionPlease note that preprint copy is not available on WIRE. Please contact to request an electronic copy of this item.en_US
dc.description.abstractCan packaging labels of three different foreign languages (Korean, Japanese, and English) affect consumers’ preferences? In a month of field experiment involving 203 Chinese undergraduate students, this study used coffee as an experimental product and created a fictitious brand “7 AM COFFEE.” Using analysis of variance (ANOVA) as a statistical tool, the results of the experiment show that the English language represents the strongest effect for (1) consumers’ attention, (2) trust, (3) perceived quality, (4) taste perception, and (5) purchase intention. Moreover, consumers with high or low frequencies of drinking a coffee do not have a specific preference in relations to their attitude. The findings and discussion of this research provide better direction for marketing managers of beverages in establishing market strategies to promote products and generating appeal among coffee drinker.en_US
dc.format.extent1 pageen_US
dc.publisherTaylor & Francis Groupen_US
dc.relation.ispartofJournal of International Consumer Marketingen_US
dc.titleInfluence of language of packaging labels on consumers’ buying preferencesen_US
dc.rights.licenseAttribution-NonCommercial 4.0 International (CC BY-NC 4.0)en_US
dc.subject.keywordsForeign Languageen_US
dc.subject.keywordsPackaging Labelen_US
dc.subject.keywordsBuying Preferenceen_US
dc.subject.keywordsCoffee Beverageen_US
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