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- Title
THE IMPACT OF GUIFU ON IDENTITY AND BEHAVIOR IN THE MASS MARKET.
- Authors
CHEN, ANNIE HUILING; KUANG-PENG HUNG; PENG, NORMAN
- Abstract
With the opening of Bellavita, a new shopping centre in the heart of Taipei city, Taiwanese consumers' desire for luxury goods has risen to new heights. Because of the owner's socioeconomic status, Bellavita has been called a "GuiFu" department store. In this paper, via qualitative content analysis of 4 newspaper reports, we examine what it means to be a GuiFu, and the impact of GuiFu on consumers. The theoretical framework was consumer culture theory from consumer identity research, and gratification theory from media studies.
- Subjects
IDENTITY (Psychology); LUXURIES; MASS markets; SOCIAL status; CONSUMER research; TAIWANESE people; REWARD (Psychology); LUXURY -- Social aspects; UPPER class
- Publication
Social Behavior & Personality: an international journal, 2011, Vol 39, Issue 3, p419
- ISSN
0301-2212
- Publication type
Article
- DOI
10.2224/sbp.2011.39.3.419