Work

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

Year: 2024

Type: article

Study design: Observational Study

Source: Journal of Global Fashion Marketing

DOI: 10.1080/20932685.2024.2388035

Authors: Minjung Cho, Eunju Ko, Charles R. Taylor

Institutions: Hong Kong Polytechnic University, Yonsei University, Villanova University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4402201112

FWCI: 11.2

Cites: 54

Cited by: 24

Related to: 10