It's a comparison game! : the roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing
Quan Xie and Sidharth Muralidharan
| Year of publication: |
2024
|
|---|---|
| Authors: | Xie, Quan ; Muralidharan, Sidharth |
| Subject: | Brand loyalty | Experiential evaluation | Non-fungible token marketing | Perceived exclusivity | Perceived financial benefits | Social comparison orientation | Willingness to purchase NFTs |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-10-2022-0333 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014521312