Luxury in the digital age: how NFTs redefine brand-consumer relationships?

Elodie de Boissieu (), Galina Kondrateva (), Chantal Ammi () and Patricia Baudier ()
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Elodie de Boissieu: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Galina Kondrateva: OCRE - EDC Paris, EDC - EDC Paris Business School
Chantal Ammi: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]
Patricia Baudier: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: Over the past three years, many luxury brands have launched non-fungible tokens (NFTs) to strengthen their link with consumers. The attributes of NFT, such as product uniqueness, inaccessibility, exclusivity, and the ability to verify ownership and avoid counterfeits, are resonating with luxury brands. Whether they match luxury products in the Metaverse or are purely virtual, NFTs can influence communities by developing activities, offering compelling content, inviting users to digital events, and generating brand awareness. This research aims to analyze how the extension of luxury brands into the Metaverse, such as luxury brands NFTs, impacts the relation between brand and NFT-experienced luxury consumers. Drawing on the theory of brand coolness, this article examines the main factors that generate positive attitudes associated with luxury brand NFTs. Using a quantitative approach and SEM-PLS analysis, 302 responses were collected through the Prolific platform in Europe. The results reveal that luxury brands proposing NFTs are perceived to be aesthetic, extraordinary, popular, and sub-cultural, which have an impact on brand reputation, brand self-connection and brand values, leading to perceived enjoyment and positive attitudes towards the purchasing of NFTs. Finally, gender moderates the sub-dimensions of brand coolness.

Keywords: Attitudes; Values; Self-connection; Coolness; Enjoyment; Luxury brand; Non-Fungible Token (search for similar items in EconPapers)
Date: 2026-10
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Published in Journal of Engineering and Technology Management, 2026, 82, pp.102017. ⟨10.1016/j.jengtecman.2026.102017⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05793795

DOI: 10.1016/j.jengtecman.2026.102017

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