77
Views
0
CrossRef citations to date
0
Altmetric
Articles

Building brand attachment in China’s luxury fashion industry: The role of NFT characteristics

&
Pages 397-416 | Received 24 Nov 2023, Accepted 08 May 2024, Published online: 30 May 2024

References

  • Alanadoly, A., & Salem, S. (2022). Fashion involvement, opinion-seeking and product variety as stimulators for fashion e-commerce: An investigated model based on SOR model. Asia Pacific Journal of Marketing & Logistics, 34(10), 2410–2434. https://doi.org/10.1108/APJML-06-2021-0447
  • Alexander, B., & Bellandi, N. (2022). Limited or limitless? Exploring the potential of NFTs on value creation in luxury fashion. Fashion Practice, 14(3), 376–400. https://doi.org/10.1080/17569370.2022.2118969
  • Andrews, J., & Smith, D. C. (1996). In search of the marketing imagination: Factors affecting the creativity of marketing programs for mature products. Journal of Marketing Research, 33(2), 174–187. https://doi.org/10.1177/002224379603300205
  • Aslam, W., & Luna, I. R. D. (2021). The relationship between brand Facebook page characteristics, perceived value, and customer engagement behavior: An application of Stimulus-Organism-Response (SOR). Revista Brasileira de Gestão de Negócios, 23, 43–62. https://doi.org/10.7819/rbgn.v23i1.4092
  • Bambauer‐Sachse, S., Hüttl, V., & Gierl, H. (2011). Can advertising elements improve consumer evaluations of brand extensions with a moderate or low fit? Psychology & Marketing, 28(2), 205–218. https://doi.org/10.1002/mar.20387
  • Belk, R. W. (1975). Situational variables and consumer behavior. Journal of Consumer Research, 2(3), 157–164. https://doi.org/10.1086/208627
  • Carter, R. E., & Curry, D. J. (2013). Perceptions versus performance when managing extensions: New evidence about the role of fit between a parent brand and an extension. Journal of the Academy of Marketing Science, 41(2), 253–269. https://doi.org/10.1007/s11747-011-0292-z
  • Chan, T. K., Cheung, C. M., & Lee, Z. W. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204–217. https://doi.org/10.1016/j.im.2016.06.001
  • Cheng, J. C., Luo, S. J., Yen, C. H., & Yang, Y. F. (2016). Brand attachment and customer citizenship behaviors. The Service Industries Journal, 36(7–8), 263–277. https://doi.org/10.1080/02642069.2016.1186658
  • Chohan, U. W. (2021). Non-fungible tokens: Blockchains, scarcity, and value. Critical Blockchain Research Initiative (CBRI) Working Papers. https://doi.org/10.2139/ssrn.3822743
  • Chohan, R., & Paschen, J. (2021). What marketers need to know about non-fungible tokens (NFTs). Business Horizons, 66(1), 43–50. https://doi.org/10.1016/j.bushor.2021.12.004
  • Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2013). Applied multiple regression/correlation analysis for the behavioral sciences. Routledge.
  • Colicev, A. (2023). How can non-fungible tokens bring value to brands. International Journal of Research in Marketing, 40(1), 30–37. https://doi.org/10.1016/j.ijresmar.2022.07.003
  • Cyr, D., Head, M., & Ivanov, A. (2006). Design aesthetics leading to m-loyalty in mobile commerce. Information & Management, 43(8), 950–963. https://doi.org/10.1016/j.im.2006.08.009
  • Dedeoglu, B. B., Bilgihan, A., Ye, B. H., Buonincontri, P., & Okumus, F. (2018). The impact of servicescape on hedonic value and behavioral intentions: The importance of previous experience. International Journal of Hospitality Management, 72, 10–20. https://doi.org/10.1016/j.ijhm.2017.12.007
  • Douglas, S. P., & Craig, C. S. (2007). Collaborative and iterative translation: An alternative approach to back translation. Journal of International Marketing, 15(1), 30–43. https://doi.org/10.1509/jimk.15.1.030
  • Folkmann, M. N. (2020). Post-material aesthetics: A conceptualization of digital objects. The Design Journal, 23(2), 219–237. https://doi.org/10.1080/14606925.2020.1717034
  • Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. “Journal of Marketing Research” 18(3), 382. https://doi.org/10.1177/002224378101800313
  • Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail. The International Review of Retail, Distribution & Consumer Research, 18(1), 45–61. https://doi.org/10.1080/09593960701778077
  • Goh, Y. S. (2010). The influence of product-brand fit and product-category fit on product attitude and purchase intention: The role of brand strength and processing fluency. Auburn University.
  • Groth, J. C., & McDaniel, S. W. (1993). The exclusive value principle: The basis for prestige racing. Journal of Consumer Marketing, 10(1), 10–16. https://doi.org/10.1108/07363769310026539
  • Hagtvedt, H., & Patrick, V. M. (2009). The broad embrace of luxury: Hedonic potential as a driver of brand extendibility. Journal of Consumer Psychology, 19(4), 608–618. https://doi.org/10.1016/j.jcps.2009.05.007
  • Hair, J. F., Jr., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: Updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107–123. https://doi.org/10.1504/IJMDA.2017.087624
  • Hofstetter, R., de Bellis, E., Brandes, L., Clegg, M., Lamberton, C., Reibstein, D., Rohlfsen, F., Schmitt, B., & Zhang, J. Z. (2022). Crypto-marketing: How non-fungible tokens (NFTs) challenge traditional marketing. Marketing Letters, 33(4), 705–711. https://doi.org/10.1007/s11002-022-09639-2
  • Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140. https://doi.org/10.1086/208906
  • Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121–133. https://doi.org/10.1016/j.chb.2018.06.037
  • Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155–172. https://doi.org/10.1177/1094670517752459
  • Hussain, K., Jing, F., Junaid, M., Zaman, Q. U., & Shi, H. (2021). The role of co-creation experience in engaging customers with service brands. Journal of Product & Brand Management, 30(1), 12–27. https://doi.org/10.1108/JPBM-08-2019-2537
  • Im, S., Bhat, S., & Lee, Y. (2015). Consumer perceptions of product creativity, coolness, value and attitude. Journal of Business Research, 68(1), 166–172. https://doi.org/10.1016/j.jbusres.2014.03.014
  • Im, S., & Workman, J. P., Jr. (2004). Market orientation, creativity, and new product performance in high-technology firms. Journal of Marketing, 68(2), 114–132. https://doi.org/10.1509/jmkg.68.2.114.27788
  • Jackson, J. E., & Xu, X. (2022). Does scarcity add value in influencing consumers in the try-before-you-buy model? International Journal of Electronic Commerce, 26(1), 25–48. https://doi.org/10.1080/10864415.2021.2010004
  • Jacob, K. (2021). Beeple sold an NFT for $69 million/through a first-of-its-kind auction at Christie’s. https://www.theverge.com/2021/3/11/22325054/beeple-christies-nft-sale-cost-everydays-69-million
  • Jang, W. E., Ko, Y. J., Morris, J. D., & Chang, Y. (2015). Scarcity message effects on consumption behavior: Limited edition product considerations. Psychology & Marketing, 32(10), 989–1001. https://doi.org/10.1002/mar.20836
  • Janssen, C., Vanhamme, J., Lindgreen, A., & Lefebvre, C. (2014). The catch-22 of responsible luxury: Effects of luxury product characteristics on consumers’ perception of fit with corporate social responsibility. Journal of Business Ethics, 119(1), 45–57. https://doi.org/10.1007/s10551-013-1621-6
  • Jiang, Q., Kim, M., Ko, E., & Kim, K. H. (2023). The metaverse experience in luxury brands. Asia Pacific Journal of Marketing & Logistics, 35(10), 2501–2520. https://doi.org/10.1108/APJML-09-2022-0752
  • Kaczynski, S., & Kominers, S. D. (2021). How NFTs create value. https://hbr.org/2021/11/how-nfts-create-value
  • Karjaluoto, H., Shaikh, A. A., Saarijärvi, H., & Saraniemi, S. (2019). How perceived value drives the use of mobile financial services apps. International Journal of Information Management, 47, 252–261. https://doi.org/10.1016/j.ijinfomgt.2018.08.014
  • Kazakeviciute, A., & Banyte, J. (2012). The relationship of consumers’ perceived hedonic value and behavior. Engineering Economics, 23(5), 532–540. https://doi.org/10.5755/j01.ee.23.5.1975
  • Kilicaslan, F., & Ekizler, H. (2022). Factors effecting purchase intention in blockchain and NFT(Non-fungible token) technologies. Journal of Research in Business, 7(2), 604–623. https://doi.org/10.54452/jrb.1177600
  • Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐response model. Journal of Research in Interactive Marketing, 7(1), 33–56. https://doi.org/10.1108/17505931311316734
  • Kim, J., Park, J., & Jeong, D. (2016). Do hedonic values matter in building brand loyalty in the smartphone market? The moderating role of brand satisfaction. Journal of Marketing Communications, 22(1), 73–89.
  • Koch, O. F., & Benlian, A. (2015). Promotional tactics for online viral marketing campaigns: How scarcity and personalization affect seed stage referrals. Journal of Interactive Marketing, 32(1), 37–52. https://doi.org/10.1016/j.intmar.2015.09.005
  • Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration (IJeC), 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
  • Koronaki, E., Theodoridis, P. K., & Panigyrakis, G. G. (2020). Linking luxury brand experience and brand attachment through self-brand connections: A role-theory perspective. In A. Kavoura, E. Kefallonitis, & P. Theodoridis (Eds.), Strategic innovative marketing and tourism: 8th ICSIMAT, Northern Aegean, Greece, 2019 (pp. 783–788). Springer International Publishing.
  • Lee, E. J. (2020). Gender influence in the effect of design aesthetics on perceived product value of wearables. International Journal of Advanced Culture Technology, 8(2), 129–138. https://doi.org/10.17703/IJACT.2020.8.2.129
  • Le Hoang, P. V. (2020). The relationship between aesthetics, perceived value and buying intention: A literature review and conceptual framework. Independent Journal of Management & Production, 11(3), 1050–1069. https://doi.org/10.14807/ijmp.v11i3.1076
  • Le Monkhouse, L., Barnes, B. R., & Stephan, U. (2012). The influence of face and group orientation on the perception of luxury goods: A four market study of East Asian consumers. International Marketing Review, 29(6), 647–672. https://doi.org/10.1108/02651331211277982
  • Liddell, F. (2022). The crypto-museum: Investigating the Impact of blockchain and nfts on digital ownership, authority, and authenticity in museums [ Doctoral dissertation]. University of Manchester. https://www.proquest.com/openview/1fd55face728ba80fadece40313c0f61/1?pq-origsite=gscholar&cbl=2026366&diss=y,
  • Lindstrom, M. (2006). Brand sense: How to build powerful brands through touch, taste, smell, sight and sound. Strategic Direction, 22(2). https://doi.org/10.1108/sd.2006.05622bae.001
  • Lin, T. L., & Ku, T. H. (2018). Effects of luxury brand perceptions on brand attachment and purchase intention: A comparative analysis among consumers in China, Hong Kong and Taiwan. South African Journal of Business Management, 49(1), 1–9. https://hdl.handle.net/10520/EJC-14b9d16c7d
  • Liu, Y., Kou, Y., Guan, Z., Hu, J., & Pu, B. (2020). Exploring hotel brand attachment: The mediating role of sentimental value. Journal of Retailing and Consumer Services, 55, 102143. https://doi.org/10.1016/j.jretconser.2020.102143
  • Liu, S., Wei, W., & Zhao, S. (2019). How social media affects consumers’ brand attachment: The role of hedonic value and trust. Journal of Business Research, 100(5), 351–360.
  • MacInnis, D. J., & Price, L. L. (1987). The role of imagery in information processing: Review and extensions. Journal of Consumer Research, 13(4), 473–491. https://doi.org/10.1086/209082
  • Marvok, I. (2021). How are brands using nfts, and what does this mean for the future? https://www.brandwatch.com/blog/how-are-brands-using-nfts/
  • Mathews, C., Ambroise, L., & Brignier, J. M. (2009, May). Hedonic and symbolic consumption perceived values: Opportunities for innovators and designers in the fields of brand and product design. In Renaissance & Renewal in Management Studies, 32. https://shs.hal.science/halshs-00654731/
  • Meghan, R. (2021). Gartner identifies key emerging technologies spurring innovation through trust. Growth and Change. https://www.gartner.com/en/newsroom/press-releases/2021-08-23-gartner-identifies-key-emerging-technologies-spurring-innovation-through-trust-growth-and-change
  • Merle, A., Chandon, J. L., Roux, E., & Alizon, F. (2010). Perceived value of the mass‐customized product and mass customization experience for individual consumers. Production and Operations Management, 19(5), 503–514. https://doi.org/10.1111/j.1937-5956.2010.01131.x
  • Moon, M. A., Khalid, M. J., Awan, H. M., Attiq, S., Rasool, H., & Kiran, M. (2017). Consumer’s perceptions of website’s utilitarian and hedonic attributes and online purchase intentions: A cognitive–affective attitude approach. Spanish Journal of Marketing-ESIC, 21(2), 73–88. https://doi.org/10.1016/j.sjme.2017.07.001
  • Mukherjee, A., & Hoyer, W. D. (2001). The effect of novel attributes on product evaluation. Journal of Consumer Research, 28(3), 462–472. https://doi.org/10.1086/323733
  • Mulder‐Nijkamp, M. (2020). Bridging the gap between design and behavioral research: (Re) searching the optimum design strategy for brands and new product innovations. Creativity and Innovation Management, 29(S1), 11–26. https://doi.org/10.1111/caim.12393
  • Olson, J. C., & Jacoby, J. (1972). Cue utilization in the quality perception process. In M. Venkate-San (Ed.), Proceedings of the Third Annual Conference of the Association of Consumer Research Iowa City (pp. 167–179).
  • Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1
  • Peng, N., & Chen, A. (2019). Examining consumers’ luxury hotel stay repurchase intentions-incorporating a luxury hotel brand attachment variable into a luxury consumption value model. International Journal of Contemporary Hospitality Management, 31(3), 1348–1366. https://doi.org/10.1108/IJCHM-04-2018-0332
  • Pezoldt, K., Michaelis, A., Roschk, H., & Geigenmueller, A. (2014). The differential effects of extrinsic and intrinsic cue-utilization in hedonic product consumption – an empirical investigation. Journal of Business & Economics, 5(8), 1282–1293. https://doi.org/10.15341/jbe(2155-7950)/08.05.2014/009
  • Phau, I., & Prendergast, G. (2000). Consuming luxury brands: The relevance of the ‘rarity principle’. Journal of Brand Management, 8(2), 122–138. https://doi.org/10.1057/palgrave.bm.2540013
  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879. https://doi.org/10.1037/0021-9010.88.5.879
  • Popescu, A. D. (2021, May). Non-fungible tokens (nft)–innovation beyond the craze. In 5th International conference on Innovation in business, economics and marketing research (Vol. 66, pp. 32).
  • Rao, Q., & Ko, E. (2021). Impulsive purchasing and luxury brand loyalty in WeChat mini program. Asia Pacific Journal of Marketing & Logistics, 33(10), 2054–2071. https://doi.org/10.1108/APJML-08-2020-0621
  • Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28–36. https://doi.org/10.1177/002224299405800403
  • Rijmenam, M. V. (2022). NFTs and luxury brands: How blockchain technology is transforming the luxury industry. https://www.thedigitalspeaker.com/nft-luxury-brands-blockchain/
  • Schultz, L. (2005). Effects of graphical elements on perceived usefulness of a library. Tarleton State University.
  • Serada, A., Sihvonen, T., & Harviainen, J. T. (2021). CryptoKitties and the new ludic economy: How blockchain introduces value, ownership, and scarcity in digital gaming. Games and Culture, 16(4), 457–480. https://doi.org/10.1177/1555412019898305
  • Sestino, A., Guido, G., & Peluso, A. M. (2022). Non-Fungible Tokens (NFTs): Examining the impact on consumers and marketing strategies. Palgrave Macmillan Cham, London Borough of Camden.
  • Sinclair, I. (2022). NFTs and luxury fashion: A conscious coupling as the NFT craze roars on, luxury fashion houses’ interest continues to grow. Lofficiel. https://www.lofficielusa.com/fashion/nfts-luxury-fashion-collaborations-gucci-louis-vuitton
  • Sohn, S., Karampournioti, E., Wiedmann, K. P., & Fritz, W. (2022). The sources of the many faces of consumer smartphone attachment: A value‐in‐use perspective. International Journal of Consumer Studies, 46(4), 1399–1412. https://doi.org/10.1111/ijcs.12765
  • Song, H. G., Chung, N., & Koo, C. (2015). Impulsive buying behavior of restaurant products in social commerce: A role of serendipity and scarcity message. In Pacific Asia Conference on Information Systems 2015 Proceedings (pp. 113). http://aisel.aisnet.org/pacis2015/113
  • Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226–238. https://doi.org/10.1177/0092070300282004
  • Sung, B., Hartley, N., Vanman, E., & Phau, I. (2016). How can the word “NEW” evoke consumers’ experiences of novelty and interest? Journal of Retailing and Consumer Services, 31, 166–173. https://doi.org/10.1016/j.jretconser.2016.02.010
  • Sung, E., Kwon, O., & Sohn, K. (2023). NFT luxury brand marketing in the metaverse: Leveraging blockchain‐certified NFTs to drive consumer behavior. Psychology & Marketing, 40(11), 2306–2325. https://doi.org/10.1002/mar.21854
  • Swilley, E. (2012). Aesthetic technology: Scale development and measurement. International Journal of Technology Marketing, 7(3), 324–341. https://doi.org/10.1504/IJTMKT.2012.048119
  • Tan, H. (2021). Luxury brands like burberry and coach are cashing in on singles’ day shopping in China by creating limited edition NFTs for the event. Business Insider. https://www.businessinsider.com/singles-day-limited-edition-nft-china-luxury-brands-2021-11
  • Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10
  • Tong, A. (2022). Non-fungible token, market development, trading models, and impact in China. Asian Business Review, 12(1), 7–16. https://doi.org/10.18034/abr.v12i1.607
  • Trautman, L. J. (2021). Virtual art and non-fungible tokens. Hofstra L. Rev, 50, 361. https://doi.org/10.2139/ssrn.3814087
  • Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156–1163. https://doi.org/10.1016/j.jbusres.2009.10.012
  • Upshaw, D., Amyx, D., & Hardy, M. (2017). The nature of exclusivity. Journal of Marketing Development & Competitiveness, 11(2), 46–63.
  • Vazquez, M. M., & Yamanaka, T. (2014, June 11–13). Product novelty impact on user Kansei. In KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research. International Conference, Linkoping, Sweden (pp. 503–516).
  • Vigneron, F., & Johnson, L. W. (2004). Measuring brand luxury perceptions. Journal of Brand Management, 11(6), 484–508. https://doi.org/10.1057/palgrave.bm.2540194
  • Wang, Y. J., Cruthirds, K. W., Axinn, C. N., & Guo, C. (2013). In search of aesthetics in consumer marketing: An examination of aesthetic stimuli from the philosophy of art and the psychology of art. Academy of Marketing Studies Journal, 17(2), 37.
  • Wu, W. (2022). The designer duo of staff only on fashion’s NFT opportunity in China. https://jingdaily.com/staffonly-designer-nft-auction-china/
  • Wu, W. Y., Lu, H. Y., Wu, Y. Y., & Fu, C. S. (2012). The effects of product scarcity and consumers’ need for uniqueness on purchase intention. International Journal of Consumer Studies, 36(3), 263–274. https://doi.org/10.1111/j.1470-6431.2011.01000.x
  • Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683. https://doi.org/10.1016/j.jretconser.2021.102683
  • Yin, J., & Qiu, X. (2021). AI technology and online purchase intention: Structural equation model based on perceived value. Sustainability, 13(10), 5671. https://doi.org/10.3390/su13105671

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.