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Title: Influence of language of packaging labels on consumers’ buying preferences
Authors: Ho, Han-Chiang 
Chiu, Candy L. 
Jiang, Dai 
Shen, Jiale 
Xu, Hong 
Issue Date: 2019
Publisher: Taylor & Francis Group
Source: Ho, 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.
Journal: Journal of International Consumer Marketing 
Abstract: Can 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.
Description: Please note that preprint copy is not available on WIRE. Please contact to request an electronic copy of this item.
DOI: 10.1080/10454446.2019.1572562
Appears in Collections:Scholarly Publications

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