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

In: Fashion Communication in the Digital Age

Author

Listed:
  • 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)

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.

Suggested Citation

  • Giulia Ferrini & Sebastian Huber & Verena Batt, 2023. "How Do Luxury Brands Utilize NFTs to Enhance Their Brand Image?," Springer Proceedings in Business and Economics, in: Nadzeya Sabatini & Teresa Sádaba & Alessandro Tosi & Veronica Neri & Lorenzo Cantoni (ed.), Fashion Communication in the Digital Age, pages 80-87, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-38541-4_8
    DOI: 10.1007/978-3-031-38541-4_8
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