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This study aims to reveal the impact mechanism of franchisor-owned resources, franchise relationship quality and franchisee's dynamic capabilities on franchisee performance, with the moderating role of cultural sensitivity.

The sample consisted of 290 middle managers and team leaders at 113 hotels and food and beverage settings participating in the international- and domestic franchises in Ho Chi Minh City, Vietnam. A partial least squares structural equation model (PLS-SEM) is used to analyse the data.

The result reveals that franchisor-owned resources, franchise relationship quality and franchisee's dynamic capabilities significantly impacted franchisee performance. Furthermore, cultural sensitivity has a beneficial role in the effect of franchise relationship quality on franchisee performance.

This study develops an integrated analytical framework of franchisee performance from the franchisee's perspective, contributing to integrating international business theory in franchising studies, namely the resource-based view, dynamic capability view and relationship-marketing theory.

The health and environmental hazards associated with synthetic dyes have led to a revival of natural dyes that are non-toxic, environmentally benign and coupled with various functions. The study aims to investigate and develop the potentiality of a popular herb called Chromolaena odorata (C. odorata) as a sustainable and stable dyestuff in textiles.

Natural colorant extracted from C. odorata leaves is used to dye the worsted fabric, which is one of the premier end-use of wool in fashion, via the padding method associated with pre-, simultaneous and post-mordanting with chitosan, tannic acid and copper sulfate pentahydrate. The effects of extraction, dyeing and mordanting processes on fabric’s color strength K/S and color difference ΔE_CMC are investigated via International Commission on Illumination’s L*a*b* color space, Fourier transform infrared spectroscopy, scanning electron microscope, color fastness to washing, rubbing, perspiration and light.

The results obtained indicate extraction with ethanol 90% with a solid/liquid ratio of 1:5 within 1 h, and coloration with a liquor ratio of 1:5 (pH 5) within 2 h under padding pressure of 0.3 MPa are the most effective for coloring worsted fabric.

The C. odorata’s application as a highly effective dyestuff possessing good colorimetric effectiveness has expanded this herb's economic potential, contributing partly to economic growth and adding value to wool in global supply chain.

C. odorata dyestuff has prevailed over other natural colorants because of its impressive color fastness against washing, rubbing, perspiration and especially color stability for pH change.

The textile industry has consumed large quantities of water and discharged large volumes of wastewater in the dyeing process. The study aims to characterize self-dyed silk with Rhodamine B (RhB) for fashion applications to reduce textile hazards to the environment and increase the added value of silk.

Bombyx mori was fed with RhB-colored mulberry leaves (1500 ppm). The effects of self-dyeing were investigated via color strength K/S, Fourier-transform infrared spectroscopy (FT-IR), scanning electron microscope, X-ray diffraction, tensile strength, color fastness to washing, rubbing, perspiration and light.

Self-dyed silk possesses effective coloration and impressive color fastness (4–5/5), higher crystalline index (CrI) (73.26 ± 2.28%), less thermal stability and tenacity, slight change in amino acid composition compared with the pristine and no existence of harmful aromatic azo amines and arylamine salts.

The application of self-dyed silk with RhB dye has expanded new technology into fashion industry, contributing partly to economic growth and adding value to silk in the global supply chain. Besides, the self-dyeing will yield practical values in the reduction of dyeing discharge in textile industry.

Self-dyed silk was characterized for textile applications in comparison with pristine silk in terms of color strength and fastness as well as determined its polymeric properties relating to crystallinity, morphology, chemical composition, tensile properties and thermal stability which have not been investigated before.

“The world needs science, science needs women” is the message given by UNESCO in the program for the development of women in science” (UNESCO, 2017). In Vietnam, women’s participation and achievements in scientific research is considered a great and important resource for industrialization and modernization. Even so, are there gender differences in scientific achievement in the social science research institutes in Vietnam? What factors influence the scientific achievement of female social researchers? The answers will be based on data from a 2017 survey with a sample of 756 researchers, of which 77.6% were female. The survey was conducted by the Vietnam Academy of Social Sciences, a leading, ministry-level national center for the social sciences in Vietnam. This chapter analyzed the scientific achievements of researchers through their position as principal investigators of research projects and their publications, and factors that may impact this. Bivariate and multivariate analyses of factors that may affect the scientific achievement of researchers found that gender differences in academic achievement in the social sciences in Vietnam was still prevalent. Female researchers’ scientific achievements were lower than those of their male counterparts. The contribution to science of Vietnamese female researchers was limited by many different factors; the most important were the academic rank of the researchers and gender stereotype that considered housework the responsibility of women.

This study aims to integrate the perspective of consumer social responsibility with the theory of planned behavior to explore the impact of environmental corporate social responsibility (ECSR) initiatives on intention to buy environmentally friendly products among Vietnamese consumers. Also, the moderating role of gender on the associations of antecedents and green purchase intention is tested in this study.

The data of 823 consumers using the tool of the mall-intercept survey recruited from several big cities in Vietnam. Cronbach’s alpha and confirmatory factor analysis has been used to test the reliability and validity of scales; then, structural equation modeling and PROCESS approach was used to test the fitness of the research model, formulated hypotheses and the indirect associations.

This study presented that ECSR initiatives were strongly and positively correlated with attitude towards green products, subjective norms, perceived behavioral and green purchase intention. Perceived behavioral control was found to be a partial mediator in the link between ECSR initiatives and intention to engage in pro-environmental consumption while the meditating roles of attitude towards green products and subjective norms in this linkage were not statistically significant. Additionally, this study illustrated that the impacts of subjective norms, perceived behavioral control and ECSR initiatives on green purchase intention were stronger for females than males.

This study provides several useful insights for policymakers and administrators to foster pro-environmental behavior of consumers as well as to inspire corporate social responsibility (CSR) activities of firms.

Even though there is a growing interest in investigating the impacts of CSR activities on consumers’ purchase behaviors, there is a lack of studies considering the aspect of consumer social responsibility on their sustainable consumption behavior. There is a need to enrich one’s knowledge about the effect of ECSR initiatives on consumer’ green purchase intention.

Dehydrated bacterial cellulose’s (BC) intrinsic rigidity constrains applicability across textiles, leather, health care and other sectors. This study aims to yield a novel BC modification method using glycerol and succinic acid with catalyst and heat, applied via an industrially scalable padding method to tackle BC’s stiffness drawbacks and enhance BC properties.

Fabric-like BC is generated via mechanical dehydration and then finished by using padding method with glycerol, succinic acid, catalyst and heat. Comprehensive material characterizations, including international testing standards for stiffness, bending properties (cantilever method), tensile properties, moisture vapor transmission rate, moisture content and regain, washing, thermal gravimetric analysis, derivative thermogravimetry, Fourier-transform infrared spectroscopy and colorimetric measurement, are used.

The combination of BC/glycerol/succinic acid dramatically enhanced porous structure, elongation (27.40 ± 6.39%), flexibility (flexural rigidity of 21.46 ± 4.01 µN m; bending modulus of 97.45 ± 18.20 MPa) and moisture management (moisture vapor transmission rate of 961.07 ± 86.16 g/m²/24 h; moisture content of 27.43 ± 2.50%; and moisture regain of 37.94 ± 4.73%). This softening process modified the thermal stability of BC. Besides, this study alleviated the drawbacks for washing (five cycles) of BC and glycerol caused by the ineffective affinity between glycerol and cellulose by adding succinic acid with catalyst and heat.

The study yields an effective padding process for BC softening and a unique modified BC to contribute added value to textile and leather industries as a sustainable alternative to existing materials and a premise for future research on BC functionalization by using doable technologies in mass production as padding.

This chapter provides information on the development of Vietnamese education under the influence of global forces based on the analysis of relevant education research and policies using Wolhuter’s frameworks. In the process of coming up with ways to develop education in the face of different influences of globalization, besides having reactions with patterns commonly found in countries around the world, Vietnam also has responses that reflect its own political, sociocultural and economic characteristics. The state still plays a controlling role in education at all levels and many culture-related features that have existed throughout the country’s history have hardly changed, namely aspects related to teachers, learners and teaching and learning methods. To sustain its education in the globalized era, Vietnam must make more efforts in various aspects such as the link between education and employment, the logic of education objectives, the feasibility and appropriateness of curricula, quality of education, especially of higher education and equality in education for underprivileged groups.

This study aims to estimate the pass-through rate of the increases in the excise tax and TCF tax on tobacco in Vietnam. This study seeks to shed light on how the tax burden is split between consumers and producers and inform policy discussions in the country. Using panel micro-level data collected from three waves of a nationwide retailer's survey, this study provides an evidence-based pass-through estimation for tobacco tax in Vietnam and contributes to the understanding of tax policy on smoking and smoking-related issues.

Following increases in the excise tax and TCF tax on tobacco in 2019, the differential effect of the tax hike on the “treatment group” (domestic cigarettes) versus the “control group” (illicit cigarettes) using a difference-in-difference (DID) analysis has been studied. The study utilized unique longitudinal retailers’ data on cigarettes prices in Vietnam from 2018 to 2019 to estimate the tax pass-through rate for some of the most popular factory-made cigarette brands.

This study found evidence of an over-shifting of cigarette taxes on smokers. Specifically, it discovered that the tax increase is absorbed more by low-priced brand smokers compared to premium brand users due to (1) the limited increase in prices under a pure ad valorem system and (2) the way the Vietnamese currency is denominated. Additionally, there is evidence of cushioning to mitigate price shock on consumers as the real prices increase gradually over the period of one year after the tax change.

To the best of the authors’ knowledge, this study is the first to collect and analyze a unique panel micro-level data from three waves of a nationwide retailers’ survey, which captures the changes in marketing and pricing strategies of the tobacco industry in Vietnam before and after an increase in excise tax in 2019. The results of this study could be used as a reference for future policymakers in considering increasing taxes on tobacco.

Vietnam is an emerging economy in the South East Asia region. Its Generation Z is gradually taking the lead in the country. But rather than breaking away from the previous generations, this generation also shows a strong preference towards local values and solid commitment to social issues. Thus, traditional culture elements are increasingly integrated in every aspect of Generation Z’s life, such as advertising and fashion. Instead of hanging out at coffee places, they go for bubble tea. They still appreciate the traditional values but integrate them within a modern context. Brands chase after these young people by adapting their values into their products and services. In the work place, the Vietnamese Generation Z is less confident. They are partially lost in career development with poor career counselling in the education system. They desire new experience and new learning opportunities. Generation Z, who were born beginning in 1995, emerges in Vietnam as a fresh and promising force.

Among others in South Vietnam, the Temple of Literature in Vinh Long is the only one that has preserved its original form and layout. As such in 1991, the temple was recognized by the Ministry of Culture as a national-level historical and cultural relic. Nevertheless, the temple has been neither studied nor documented to any great depth. Only a few historical descriptions for local tour guidebooks and photo catalogs exist. Therefore this paper aims to initially record heritage values, spatial characteristics and the process of major changes, while documenting the current state of the temple structure and carrying out on-site inspections to survey the buildings.

This paper outlines the collection of survey data through field survey and provides an overview of the existing significant heritage factors of the Temple of Literature in Vinh Long by comparative examination in relation to other surviving temples and analyzing its unique spatial characteristics and indigenous cultural decorations in detail.

Although the layout of the temples was influenced by the Chinese Confucius's principles and the notion of Feng Shui, it is evident from the study that the design of the temple has many architectural elements that reveal Vietnam's unique culture and local features. In particular, the Temple of Literature in Vinh Long was a symbol of feudal education, symbolizing sacred traditional values in the field of education for the people of Vinh Long province. Stone steles recorded names of all contributors related to the construction and restoration of the temple with sincere gratitude. Moreover, many of the decorative motifs contain many indigenous cultural and artistic values of Vietnam, reflecting traditional Vietnamese beliefs and ethnographic features.

By comparatively analyzing the temple with others, it reveals the unique spatial features, layouts, changes and evolutions of the temple. Unlike the oldest and the largest Temple of Literature in Hanoi, the temples in the South are much smaller in terms of complex sizes and the number of buildings. They are mostly composed of a singular structure, the Attained Talent House, with some basic gates and water features interwoven within the landscape of the site. Based on the elementary layout, some subsidiary buildings were added according to the needs and site conditions, and in accordance with the bilateral axis.

The awareness and preservation of the architectural features of the local temple are needed to protect heritage monuments and to enhance cultural resources as part of securing Vietnamese ideology for a longer period of time. While the interest in historic preservation and conservation activities of heritage buildings in Vietnam has slowly grown in attention over the last decade, it is evident that many opportunities remain. It is hoped that this research is a small step toward further research, education and advocacy in the preservation of historic buildings in Vietnam.

The introduction of Chinese Confucian thought to Vietnam was one of the most substantial influences in Vietnamese intellectual history. Despite being an important part of the nation's architectural, cultural and intellectual heritage sites, the study and documentation of the Temples of Literature have been relatively neglected or marginalized. Accordingly, this study is significant to reveal not only the values and unique heritage characteristics of the temple, but also to prioritize resources for continued study and preservation.