The use of non-fungible tokens (NFTs) as promotional devices to build brands: An application of lovemark theory-Reference-Cited by-同舟云学术

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The use of non-fungible tokens (NFTs) as promotional devices to build brands: An application of lovemark theory

Published:2024-09-03 Issue: Volume: Page:1-17
ISSN:2093-2685
Container-title:Journal of Global Fashion Marketing
language:en
Short-container-title:Journal of Global Fashion Marketing

Author:

Cho Minjung¹^ORCID,Ko Eunju²^ORCID,Taylor Charles R.³^ORCID

Affiliation:

1. School of Fashion & Textiles, The Hong Kong Polytechnic University, Kowloon, Hong Kong

2. Department of Clothing & Textiles, Yonsei University, Seoul, Republic of Korea

3. Department of Marketing & Business Law, Villanova University, Villanova, PA, USA

Publisher

Informa UK Limited

Link

https://www.tandfonline.com/doi/pdf/10.1080/20932685.2024.2388035

Reference57 articles.

1. Beyond the bubble: Will NFTs and digital proof of ownership empower creative industry entrepreneurs?

2. The adoption of digital fashion as an end product: A systematic literature review of research foci and future research agenda

3. Non-fungible token-enabled entrepreneurship: A conceptual framework

4. Marketing in the metaverse: Moving forward – What’s next?

5. Clarifying the impact of product scarcity and perceived uniqueness in buyers' purchase behavior of games of limited-amount version

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