NFT luxury brand marketing in the metaverse : leveraging blockchain-certified NFTs to drive consumer behavior
Year of publication: |
2023
|
---|---|
Authors: | Sung, Eunyoung ; Kwon, Ohbyung ; Sohn, Kwonsang |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 40.2023, 11, p. 2306-2325
|
Subject: | blockchain | game theory | industry 4.0 technologies | luxury fashion brand | metaverse | NFT | nonfungible token | self-image congruence | Luxusgüter | Luxury goods | Markenführung | Brand management | Mode | Fashion | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Spieltheorie | Game theory |
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