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The Impact of Guifu on Identity and Behavior in the Mass Market

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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.

Keywords: CONSUMER; GUIFU; HIGH SOCIETY; LUXURY BRAND

Document Type: Research Article

DOI: http://dx.doi.org/10.2224/sbp.2011.39.3.419

Publication date: April 1, 2011

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