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    The symbolic alteration of hello kitty and its connotation in Thailand 

    Navinee Rodkaew; Asawin Nedpogaeo (National Institute of Development Administration, 2018)

    The research title of “The Symbolic Alteration of Hello Kitty and its Connotation in Thailand” aims to study 1) the construction of meaning in Hello Kitty through the view of scholars, professionals and experts of Japanese culture in Thailand and 2) to study each element of Hello Kitty under the meaning given by Thai consumers, as well as to find sign factors and meaning that affect product consumption behavior of the consumers.