The use of non-fungible tokens (NFTs) as promotional devices to build brands : an application of lovemark theory
Minjung Cho, Eunju Ko and Charles R. Taylor
| Year of publication: |
2025
|
|---|---|
| Authors: | Cho, Minjung ; Ko, Eunju ; Taylor, Charles Raymond |
| Published in: |
Journal of global fashion marketing : JGfM. - [Abingdon, Oxon] : Routledge, Taylor & Francis, ISSN 2325-4483, ZDB-ID 2669285-5. - Vol. 16.2025, 1, p. 1-17
|
| Subject: | e-WOM | lovemark theory | luxury brand | Non-fungible token (NFT) | purchase intention | Luxusgüter | Luxury goods | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/20932685.2024.2388035 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015188839