KOREASCHOLAR

CONSUMER PREFERENCES FOR THE VISUAL CUES OF NONFUNGIBLE TOKENS (NFTS) FOR LUXURY PRODUCTS: THE ROLE OF PERCEIVED AUTHENTICITY

Jungkeun Kim, Jooyoung Park, Daniel Chaein Lee, Aekyoung (Amy) Kim, Jihoon Jhang, Areum Cho, Jaehoon Lee
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422697
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.658
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The market for counterfeit luxury goods is growing rapidly, with estimates suggesting that counterfeit trades are valued at around $4.5 trillion globally, with 60% to 70% of this being made up of counterfeit luxury goods. Research has shown that counterfeits dilute the perceived quality of luxury brands and reduce consumers' purchase intentions. Non-fungible tokens (NFTs) are a form of ownership record that is linked and stored on a blockchain.

Keyword
Counterfeit goodsNFTsvisual cuesconsumer perceptionsluxury goods
Author
  • Jungkeun Kim(Auckland University of Technology, New Zealand)
  • Jooyoung Park(Peking University HSBC Business School, China)
  • Daniel Chaein Lee(Auckland University of Technology, New Zealand)
  • Aekyoung (Amy) Kim(Jeonbuk National University, South Korea)
  • Jihoon Jhang(University of Central Arkansas, USA)
  • Areum Cho(London School of Economics and Political Science, United Kingdom)
  • Jaehoon Lee(Florida International University, USA)