Background:  In recent years, the Swedish furniture industry has recorded many significant successes and increased its influence in the world furniture market with a high proportion of products being used for export purposes and the intensifying popularity of Sweden-originated furniture brands. Among these, IKEA is the most renowned company. Currently, the company plans to grow further in South-East Asia (IKEA, n.d) and Vietnam is a potential market for this expansion due to the shortage of furniture supply in the domestic market. However, nothing can assure that IKEA’s overall success in the oversea market would simplify their way of penetrating the Asia market. Learning from the past, the company has faced many failures in different markets such as China, Japan, and India. Considering this, the authors of this paper believe that it is important to understand how Swedish furniture companies’ product values, IKEA in particular, could affect customer consumption values, which significantly shape their perception. Based on this, the company can better in making predictions on their market penetration, thereby minimizing risks or unprofitable investments.  Purpose:  The purpose of this paper is to understand whether IKEA’s product values have a significant effect on Vietnamese furniture consumption values and shape their perception or not. Therefore, the thesis will be drawn on the question of “What are the potential preferences that make Swedish furniture attract Vietnamese consumers? – IKEA as a case study”. Method:  This paper is based on the quantitative research method with a positivistic paradigm. A survey was conducted for collecting primary data with a sample size of 200 Vietnamese furniture consumers. The collected data were analysed using the SPSS Statistics 28 software.  Conclusion:  The results showed that Swedish furniture firms like IKEA obviously could receive potential growth in Vietnam since all of IKEA’s product values are tested to have positive effects on Vietnamese consumption value, which have a strong correlation with their buying perception. This paper can be used as a premise for further research on customer perceived values when IKEA’s products are officially experienced by Vietnamese consumers.

FundaÃÃo de Amparo à Pesquisa do Estado do Cearà / Enviadas por e-mail a diversos destinatÃrios, as cartas-corrente surgem cada vez mais freqÃentes nos correios eletrÃnicos. Este trabalho de pesquisa analisa as cartas-corrente digitais por meio de uma orientaÃÃo sÃcio-retÃrica de gÃneros e possui fundamentaÃÃo teÃrica composta pelos postulados de Bakhtin (1981, 1997), passando por concepÃÃes atuais de Swales (1990, 1992) e Bhatia (1993, 2004). A pesquisa nos permitiu alcanÃar os objetivos especÃficos de identificaÃÃo das cartas-corrente e diferenciaÃÃo dos outros gÃneros que circulam por e-mail, analisar seus propÃsitos comunicativos especÃficos e identificar as regularidades formais e funcionais encontradas nos exemplares. Observamos que nas cartas-corrente digitais, assim como em outros gÃneros, os aspectos formais e funcionais estÃo intimamente ligados e que as tornam diferentes entre si à o uso dos recursos lingÃÃsticos e de apresentaÃÃo da ordem de idÃias, que estÃo ligados ao tema apresentado e ao conhecimento institucional do ambiente de replicaÃÃo. A anÃlise nos permitiu identificar as regularidades da carta-corrente digital e alguns aspectos que sÃo especÃficas do prÃprio gÃnero nÃo apenas por se tratar de uma mensagem que circula por e-mail, mas por levar em consideraÃÃo as peculiaridades desse meio, as estratÃgias de escrita e a abordagem de assuntos que configuram como especÃficos. / This research analyzes the digital chain letters through the sociorethoric perspective of gender, that consider speech gender as an interaction process between people and places where it is in. The approach of textual gender discourse is based on propositions of Bakhtin (1981, 1997), Swales (1990, 1992) and Bhatia (1993, 2004). The corpus is composed of 36 digital chain letters copies. The methodology procedure is based on Bhatia (1993) and allowed us to identify digital chain letters by others genders that are in the web. The main purpose is to analyze the formal and functional aspects of digital chain letters and the specific objectives are: to analyze digital chain letters specifics purposes; to identify the standardized form characteristics; to analyze the standardized functional characteristics in the samples. The characteristics analyzed showed the essence of digital medium inside the texts. Evidenced, either, a standardized constitution of linguistics and functional aspects, that are connected to their specific purposes and have digital evidence inside constitution and text.