An Empirical Investigation of Product Symbolism from an Ethnic Subcultural Perspective

Nik Rahimah Nik Yacob, James E Nelson

Abstract


ABSTRACT

This study identifies and empirically assesses some determinants of product symbolism within and across two ethnic subcultures. A conceptual model with five causal antecedents of product symbolism was developed based on the theoretical perspectives on semiotics, symbolic interactionism, and information processing. The study posits the applicability of the conceptual model across ethnic subcultures. The extent of applicability of the conceptual model was then examined using a multi-sample covanance structure model (USREL VI) on data obtained from a sample of Malays and Chinese in Malaysia. Study results indicate that the conceptual model fits the data
differently among the two ethnic groups. Several differences in parameter estimates between Malays and  Chinese were also discussed.

ABSTRAK

Kajian ini mengenalpasti dan menilal secara empirikal beberapa penentu simbolisme keluaran di dalam dan di kalangan dua sub-budaya etnik. Sebuah model konseptual telah diperkembangkan dengan meliputi lima faktor penyebab kepada simbolisme keluaran yang dikenalpasti daripada teori semiotik, interaktionisme simbolik dan pemprosesan maklumat. Darjah kesesuaian model konseptual ini di kalangan sub-budaya etnik diuji dengan
menggunakan model struktur kovanans berbilang sampel (USREL VI) bagi satu sampel sub-budaya etnik Melayu dan Cina di Malaysia. Hasil kajian menunjukkan darjah kesesuaian yang berbeza bagi kedua-dua golongan
etnik tersebut. Beberapa perbezaan anggaran parameter bagi kaum Melayu dan Cina juga dibincangkan.


Full Text:

PDF

Refbacks

  • There are currently no refbacks.


DISCLAIMER

The editors and publisher of Jurnal Pengurusan have made every possible effort to verify the accuracy of all information contained in this publication. Any opinions, discussions, views and recommendations expressed in the article are solely those of the authors and are not of Jurnal Pengurusan, its editors or its publisher. Jurnal Pengurusan, its editors and its publisher will not be liable for any direct, indirect, consequential, special, exemplary, or other damages arising therefrom.