Do Non-fungible Tokens Create Long-Term Value for Luxury Brands? The Effect of NFT Promotions on Customer Equity
Computers in Human Behavior,
Год журнала:
2024,
Номер
159, С. 108347 - 108347
Опубликована: Окт. 1, 2024
Язык: Английский
Does fashion week enhance city brand equity? The impact of fashion destination experience on e-WOM and revisit intention
Tourism Review,
Год журнала:
2025,
Номер
unknown
Опубликована: Фев. 24, 2025
Purpose
This
study
aims
to
investigate
the
impact
of
fashion
destination
experience
through
week
on
city
brand
equity,
e-word
mouth
and
revisit
intention.
Design/methodology/approach
A
survey
was
conducted
targeting
301
tourists
who
had
previously
visited
Paris
during
week.
AMOS
used
carry
out
structural
equation
modeling
analyses.
Findings
Fashion
event
positively
affects
e-WOM
intention
city.
Perceived
quality,
one
equity’s
attributes,
no
significant
influence
in
context
experience.
Originality/value
focuses
role
equity
visitor
behavior.
The
findings
will
help
tourism
managers
understand
effect
experiences
develop
plans.
Язык: Английский
Does Luxury Fashion Shape Consumers’ Perception Differently in the Real World Versus the Metaverse? A Comparative Study on Wearer Evaluation
International Journal of Human-Computer Interaction,
Год журнала:
2024,
Номер
unknown, С. 1 - 16
Опубликована: Окт. 18, 2024
As
the
metaverse's
significance
becomes
more
widely
recognized,
people
are
increasingly
expressing
their
identities
in
virtual
spaces,
acquiring
luxury
fashion
items
that
would
be
difficult
to
obtain
reality,
and
willingly
engaging
interactions
with
others.
Despite
prominence
of
metaverse
as
key
aspects
lifestyle,
comprehensive
research
on
influence
consumption
others
is
still
lacking.
Based
stereotype
content
model
theory
costly
signaling
theory,
this
study
investigates
relationship
between
perceptions,
traits,
emotions,
evaluations
brand
space
types.
A
total
266
survey
responses
were
analyzed.
Results
show
a
significant
interaction
effect
type
(luxury
vs.
non-luxury)
(real
world
metaverse)
trait
emotion.
Furthermore,
positive
correlation
found
perception,
trait,
emotion,
evaluation.
Academic
practical
implications
discussed.
Язык: Английский
The use of non-fungible tokens (NFTs) as promotional devices to build brands: An application of lovemark theory
Journal of Global Fashion Marketing,
Год журнала:
2024,
Номер
unknown, С. 1 - 17
Опубликована: Сен. 3, 2024
Язык: Английский
Virtual reality luxury fashion show: how imaginary space influences brand word‑of‑mouth
International Journal of Advertising,
Год журнала:
2024,
Номер
unknown, С. 1 - 20
Опубликована: Ноя. 7, 2024
The
proliferation
of
digital
technologies
and
the
development
virtual
reality
(VR)
have
enabled
fashion
industry
to
implement
shows,
thereby
improving
consumer
experience.
This
study
explores
effect
imaginary
space
created
by
shows
on
consumers'
perceived
benefit,
risk,
brand
word-of-mouth
(WOM).
A
survey
is
conducted
investigate
how
consumers
perceive
its
effectiveness
as
a
marketing
tool.
identified
four
aspects
space:
immersion,
interaction,
agency,
presence.
Using
stimulus–organism–response
model,
this
finds
significant
generation
WOM.
Furthermore,
found
that
benefit
risk
mediate
relationship
between
Empirical
findings
can
help
academics
practitioners
manage
VR
campaigns
using
shows.
Язык: Английский
Social media communication, consumer attitude and purchase intention in lifestyle category products: a PLS-SEM modeling
Marketing Intelligence & Planning,
Год журнала:
2024,
Номер
unknown
Опубликована: Авг. 9, 2024
Purpose
This
study
explores
the
intricate
relationship
between
social
media
communication,
consumer
attitude
and
purchase
intention
within
context
of
lifestyle
category
products.
With
rapid
proliferation
platforms,
businesses
have
turned
to
these
platforms
connect
with
consumers
influence
their
purchasing
decisions.
aims
provide
an
in-depth
analysis
how
communication
strategies
impact
attitudes
and,
in
turn,
intentions.
Design/methodology/approach
The
employs
partial
least
squares
structural
equation
modeling
(PLS-SEM)
analyze
data
collected
from
a
sample
consumers.
Findings
results
this
present
that
lack
visibility
(LV),
low-efficiency
levels
(LEL)
unpredictable
elements
(UE)
are
ranked
as
top
three
major
risk
hurdles
whereas
real-time
information
on
package’s
location
(LV1),
putting
GPS
tracking
system
track
last-mile
journey
(OT3)
users
wants
time
package
(LV2)
most
significant
criteria
affecting
practices
modern
logistics
e-commerce
businesses.
Research
limitations/implications
contribute
our
understanding
influences
behavior
product
sector,
shedding
light
underlying
mechanisms
drive
Originality/value
By
constructing
testing
experimentally
research
model
reveals
thorough
pertinent
literature
identifies
multiple
important
influencing
category,
paper
adds
body
knowledge
marketing.
Practical
ramifications
for
firms
examined,
along
suggestions
improving
tactics,
findings.
Язык: Английский
Beyond Green Promises: How Concrete Information Sparks Pride and Drives Sustainable Fashion
Journal of Sustainable Marketing,
Год журнала:
2024,
Номер
unknown, С. 1 - 20
Опубликована: Дек. 5, 2024
This
study
examines
the
relationship
between
trust
and
pride
their
collective
influence
on
sustainable
consumption
within
fashion
industry.
We
hypothesized
that
concrete
marketing
communications
would
enhance
consumer
trust,
which
in
turn
directly,
indirectly
via
increased
pride,
encourage
intentions.
Through
an
experimental
design
involving
199
participants,
we
tested
effects
of
versus
abstract
sustainability
claims
intentions
such
as
word-of-mouth
endorsement
willingness
to
buy
products.
Our
findings
show
(as
opposed
abstract)
information
significantly
strengthen
directly
promotes
them
by
boosting
pride.
dual
pathway
underscores
crucial
role
marketing,
serving
both
a
direct
motivator
catalyst
for
generating
offers
valuable
insights
marketers
effectively
communicating
fostering
genuine
engagement
with
fashion.
Язык: Английский