NFT luxury brand marketing in the metaverse: Leveraging blockchain‐certified NFTs to drive consumer behavior

Industry 4.0 technology enables luxury fashion brands in the virtual market to quantify the value of digital items in the metaverse; thus, brands can maintain their reputations, ensure consistent and integrated luxury brand marketing, and attract new consumers in the virtual market. Understanding co...

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Bibliographic Details
Published in:Psychology & marketing 2023-11, Vol.40 (11), p.2306-2325
Main Authors: Sung, Eunyoung (Christine), Kwon, Ohbyung, Sohn, Kwonsang
Format: Article
Language:English
Subjects:
Blockchain
Consumer behavior
Consumers
Luxuries
Marketing
Non-fungible tokens
Psychological assessment
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