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

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2024-09-03 DOI:10.1080/20932685.2024.2388035

Minjung Cho, Eunju Ko, Charles R. Taylor

引用次数: 0

Abstract

Luxury brand managers are paying attention to utilizing non-fungible tokens (NFTs) as promotional tools, yet there has been limited study on the topic. To help address this gap, this study explores...

查看原文本刊更多论文

使用不可擦除代币（NFT）作为促销手段来打造品牌：爱印理论的应用

奢侈品牌经理们都很重视利用不可兑换代币（NFTs）作为促销工具，但对这一主题的研究却很有限。为了填补这一空白，本研究探讨了...

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.

文献相关原料

公司名称	产品信息	采购帮参考价格