How Do Luxury Brands Utilize NFTs to Enhance Their Brand Image?

Giulia Ferrini (), Sebastian Huber () and Verena Batt ()
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Giulia Ferrini: Lucerne University of Applied Sciences and Arts–Business
Sebastian Huber: Lucerne University of Applied Sciences and Arts–Business
Verena Batt: Lucerne University of Applied Sciences and Arts–Business

A chapter in Fashion Communication in the Digital Age, 2023, pp 80-87 from Springer

Abstract: Abstract Non-fungible tokens (NFTs) have witnessed unprecedented dynamism over the recent years with only few luxury brands experimenting with the technology albeit the very personal characteristics of NFT ownership. Little is known about how luxury brands use NFTs to develop their brand image and what opportunities luxury brands anticipate from NFTs as a new technology, digital product category or customer relationship channel. The present research note offers an applied research design to tackle these questions and systematically understand the potential of NFTs for personal luxury brands at large.

Keywords: NFT; luxury brands; brand image; blockchain; qualitative study (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-38541-4_8

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