Who will buy the idea of non-fungible token (NFT) marketing? : understanding consumers' psychological tendencies and value perceptions of branded NFTs
Quan Xie, Sidharth Muralidharan and Steven M. Edwards
| Year of publication: |
2024
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|---|---|
| Authors: | Xie, Quan ; Muralidharan, Sidharth ; Edwards, Steven M. |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 43.2024, 6, p. 987-1015
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| Subject: | brand WOM | dispositional innovativeness | financial constraints | Non-fungible token marketing | status consumption | value perception | Non-Fungible Token | Non-fungible token | Marketingmanagement | Marketing management | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Wahrnehmung | Perception | Virales Marketing | Viral marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2023.2262859 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015050104