Publicação
Leveraging NFT Technology to Reframe Brand Perception and Influence Consumer Purchase Intention
| Resumo: | In today’s dynamic market, characterized by rapid technological advancements and evolving consumer preferences, companies are continually seeking innovative methods to engage their audiences and influence consumer behavior. Among these emerging technologies, NonFungible Tokens (NFTs) have gained prominence as unique digital assets authenticated through blockchain technology. Each NFT is irreplaceable and contains a verifiable digital certificate of authenticity, filled with metadata such as ownership history, provenance, and other unique attributes. This cryptographic authentication ensures the asset's authenticity and rarity, fostering trust and value among collectors and users. NFTs have rapidly expanded into various industries, presenting new opportunities for brand interaction, consumer engagement, and authenticity verification. The increasing complexity of global supply chains and sophisticated fraud has heightened the need for robust authentication methods. NFTs offer a viable solution by enabling companies to encode essential product details, such as origin and manufacturing processes, onto decentralized ledgers. This technology provides a reliable method for ensuring product authenticity, transparency, and an immutable history. Despite the recognized potential of NFTs in the digital realm, there remains a research gap in understanding their practical application in revolutionizing product authentication across different industries. This thesis aims to explore how brands can strategically employ NFT technology to influence consumer behavior and brand perception. Focusing on luxury and high-value products, the research investigates. Through this exploration, the work seeks to explore the hypotheses that authentication methods using NFT technology will have a positive impact on the willingness to buy, trust in authenticity, perceived brand credibility, and perceived brand innovation. Testing these hypotheses empirically can provide valuable insights into how brands can use NFT technology to reframe consumers behavior, brand perception and purchase intention. |
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| Autores principais: | Pacheco, Ivo Alexandre De Abronhosa Oliveira |
| Assunto: | NFT Consumer behavior Authentication Willingness to Buy Brand Credibility Brand Innovation SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | In today’s dynamic market, characterized by rapid technological advancements and evolving consumer preferences, companies are continually seeking innovative methods to engage their audiences and influence consumer behavior. Among these emerging technologies, NonFungible Tokens (NFTs) have gained prominence as unique digital assets authenticated through blockchain technology. Each NFT is irreplaceable and contains a verifiable digital certificate of authenticity, filled with metadata such as ownership history, provenance, and other unique attributes. This cryptographic authentication ensures the asset's authenticity and rarity, fostering trust and value among collectors and users. NFTs have rapidly expanded into various industries, presenting new opportunities for brand interaction, consumer engagement, and authenticity verification. The increasing complexity of global supply chains and sophisticated fraud has heightened the need for robust authentication methods. NFTs offer a viable solution by enabling companies to encode essential product details, such as origin and manufacturing processes, onto decentralized ledgers. This technology provides a reliable method for ensuring product authenticity, transparency, and an immutable history. Despite the recognized potential of NFTs in the digital realm, there remains a research gap in understanding their practical application in revolutionizing product authentication across different industries. This thesis aims to explore how brands can strategically employ NFT technology to influence consumer behavior and brand perception. Focusing on luxury and high-value products, the research investigates. Through this exploration, the work seeks to explore the hypotheses that authentication methods using NFT technology will have a positive impact on the willingness to buy, trust in authenticity, perceived brand credibility, and perceived brand innovation. Testing these hypotheses empirically can provide valuable insights into how brands can use NFT technology to reframe consumers behavior, brand perception and purchase intention. |
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