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How can non-fungible tokens bring value to brands
International Journal of Research in Marketing ( IF 8.047 ) Pub Date : 2022-07-29 , DOI: 10.1016/j.ijresmar.2022.07.003
Anatoli Colicev

Non-fungible tokens (NFTs) have registered tremendous growth in the past year, and their importance is expected to increase with the expected development of Web3. From a brand perspective, NFTs can be seen as representations of the brand components, such as the product, the logo, or the image. I argue that NFTs have immense potential to become standalone brand assets. I illustrate how this can be achieved by relating the brand's NFT strategies to the marketing funnel stages. Brands can turn into an NFT their physical products such as shoes, shirts, or art to attract brand awareness, generate cross-selling opportunities, and spark stronger perceived ownership of certain brand elements. Importantly, NFTs can allow brands to form a highly engaging brand community that can support the brand, blend online and offline product ownership, and potentially create a bond between the brand and consumers. These exciting possibilities generate a rich research agenda I present in this paper.



中文翻译:

不可替代的代币如何为品牌带来价值

不可替代代币 (NFT) 在过去一年中取得了巨大的增长,随着 Web3 的预期发展,它们的重要性预计会增加。从品牌的角度来看,NFT 可以看作是品牌组成部分的代表,例如产品、徽标或图像。我认为 NFT 具有成为独立品牌资产的巨大潜力。我将说明如何通过将品牌的 NFT 策略与营销渠道阶段相关联来实现这一目标。品牌可以将其实体产品(如鞋子、衬衫或艺术品)转变为 NFT,以吸引品牌知名度、产生交叉销售机会并激发对某些品牌元素的更强的所有权感知。重要的是,NFT 可以让品牌形成一个高度参与的品牌社区,可以支持品牌,融合线上和线下产品所有权,并可能在品牌和消费者之间建立联系。这些令人兴奋的可能性产生了我在本文中提出的丰富的研究议程。

更新日期:2022-07-29
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