Background  Along with an impressive increase of individual incomes and expansion of middle class populations (Lee & Nguyen, 2017), Vietnam is an attractive market where the fashion category receives the high interest among young consumers. Noticeably, while Western fast fashion is considered as a cheap product in most developed countries, it is kind of an expensive item in the Vietnam context. Although previous studies show that Vietnamese millennials are fond of the products from the West, Vietnam is a challenging market that requires Western fast fashion brands to have an insight into local consumer preferences since the local consumer’ values, attitudes, and behaviors are changing dramatically. Purpose  The purpose of this study is to explore attitudes of Vietnamese millennials towards Western fast fashion brands related to country of origin (COO) as well as the symbolic values of these brands in the mind of Vietnamese millennials. It thereby helps the Western companies to understand the Vietnamese market in terms of fast fashion, discovering potential investment opportunities and propose suitable marketing strategies to enter this market.  Method  Following the purpose of this study, an exploratory qualitative research with an abductive approach was utilised. Specifically, in-depth interviews with open-ended questions were employed to have an insight into the participants’ attitude towards Western fast fashion brands. Additionally, after the interviews, the participant's opinions were captured for a visualization of attributes of Western fast fashion brands. Conclusion The research results show that Vietnamese millennials generally have positive attitudes towards Western fast fashion brands related to COO. Nevertheless, in this particular study, the emerging symbolic values include sense of beauty,  educational background, social status as well as self-identity. The study also points out its delimitations and limitations, offers various possibilities for managerial implications, as well as provides some suggestions for future research.

The present dissertation deals with the establishment of Campus Sundsvall, MidSweden University, and discusses how the architecture visualizes visions and ideas of the participants involved, the city of Sundsvall, the university and the proprietor, Akademiska Hus. The purpose is to investigate the process where the symbolic values are formulated and materialized – the interaction between architecture, language and visual material. The first chapter discusses the American tradition of campus planning and how the idea has been transformed in Sweden to represent an area, often located in the city, gathering one or more buildings used by a university. The second chapter deals with the architectural competition of Campus Sundsvall and analyzes the program, the solutions presented by the participants and eventually how Campus Sundsvall turned out in the late 1990s. The third chapter investigates the sources of the concepts of the architecture and the planning model and discusses why the city of Sundsvall was attracted by these ideas. The planning history of Sundsvall and especially Stenstaden, the city centre of Sundsvall, are central in interpreting the question of identity as a symbolic value. In the last chapter, discussing the campus as a creative space, the present increase of IT supported distance courses questions the importance of the university campus.

Made available in DSpace on 2016-03-15T19:46:56Z (GMT). No. of bitstreams: 1 Adriano Lustro.pdf: 626753 bytes, checksum: b3007853dc97c920cffdce8e30d4427d (MD5) Previous issue date: 2010-02-22 / This work makes an aesthetic and social reflection of the work of art and its aspects by means of the study of the adaptation of the book Lavoura Arcaica for the cinema. Its main proposals are: to study the mechanisms of transposition of a language for another one, thinking about the hierarchies of artistic prestige that these possess, the symbolic and aesthetic values that if revert in social and marketing values e, still, until point valued literary texts critically for the tradition can transmit values to other ways and languages, as the cinema and the television, through its adaptations. One also argues which the limits to think about adaptations fiduciary offices to the text-source and as these attitudes can denote pretensions and validates on the part of the adapters. / Este trabalho faz uma reflexão da obra de arte e seus aspectos estéticos e sociais por meio do estudo da adaptação do livro Lavoura Arcaica para o cinema. Suas principais propostas são: estudar os mecanismos de transposição de uma linguagem para outra, pensando nas hierarquias de prestígio artístico que estas possuem, os valores simbólicos e estéticos que se revertem em valores sociais e mercadológicos e, ainda, até que ponto textos literários valorizados criticamente pela tradição podem transmitir valores a outros meios e linguagens, como o cinema e a televisão, através de suas adaptações. Discutem-se também quais os limites para se pensar em adaptações fiéis ao texto-fonte e como estas atitudes podem denotar pretensões e veleidades por parte dos adaptadores.

Collecting memorabilia has been a longstanding practice as it evolved around cultures and societies. Despite existing research about preserving memorabilia, meaningful preservation methods remain unclear due to the individual and idiosyncratic nature of practices [18,22,40,43,47,59]. Migrants who collect memorabilia face challenges in preserving them due to unavoidable circumstances such as lack of transportation, physical measurements and weight of memorabilia. In 2020, 281 million people migrated globally, accounting for 3.6% of the world's population, and as this issue continues to grow, finding practical solu tions is crucial [36,38]. The aim of this study is to explore ways to digitally preserve memorabilia to maintain their material qualities and meaning across diverse geographical contexts (RQ1). The study also focused on understanding what objects migrants regard as worth preserving (RQ2) and how digital memorabilia can be designed to serve as memory tokens (RQ3). The research employed an exploratory case study approach, focusing on first-generation Sri Lankan migrants [11,30]. Qualitative data was collected through interviews and the use of 3D printing and augmented reality was evaluated through prototype testing using a research-through-design approach [29,58]. Results revealed that souvenirs encapsulates sentimental, economic and aesthetic values that provides a symbolic meaning to its’ owner and contributes to constructing their identity. Migrants were willing to try new technologies and augmented reality was recognised as a satisfying experience. To transfer memorabilia meaningfully among different geographical context, a holistic solution for memorabilia preservation was expected by migrants where physical protection of memorabilia is emphasized. Further research in this study involves utilizing photogrammetry scanning and 3D modeling to closely replicate real-life memorabilia and further evaluating mixed-reality user interactions such as augmented reality.