How Luxury Fashion Brands Use NFTs in Metaverse Games to Influence Consumer Purchase Intention of Physical Products

Qing Yang Zhai (Corresponding Author), Amy Zhou, Rachel Wai Yee Yee

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

Original languageEnglish
Title of host publicationProceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions
Publication statusPublished - 2023

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