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"Do non-fungible tokens create long-term value for luxury brands? The ..."

Minjung Cho, Eunju Ko, Charles R. Taylor (2024)

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DOI: 10.1016/J.CHB.2024.108347

access: closed

type: Journal Article

metadata version: 2024-08-02

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Minjung Cho, Eunju Ko, Charles R. Taylor:
Do non-fungible tokens create long-term value for luxury brands? The effect of NFT promotions on customer equity. Comput. Hum. Behav. 159: 108347 (2024)

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