The Impact of branded NFTs on brand attitude: A TAM and perceived risk application
Date
2025
Authors
Li, W.
Corral de Zubielqui, G.
Rao Hill, S.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Conference item
Citation
Proceedings of the 2025 AMA Summer Academic Conference: Data Revolution: Empowering Humanity, 2025, vol.36, pp.356-359
Statement of Responsibility
Wenjie Li, Garciela Corral de Zubielqui, Sally Rao Hill
Conference Name
American Marketing Association Summer Academic Conference (AMA) (22 Aug 2025 - 24 Aug 2025 : Chicago, Illinois, USA)
Abstract
Brand adoption of non-fungible tokens (NFTs) offer new avenues for consumer engagement, but its impact on brand attitudes change and the underlying mechanisms driving consumer attitudes toward NFTs and brands remain underexplored. By integrating the Technology Acceptance Model (TAM) and risk perception framework, this study examines the drivers that influence consumer attitudes toward branded NFTs and ultimately brand attitude. This study measures brand attitude change caused by branded NFT, providing an integrated framework on how digital assets influence consumers’ perception of brand. Our findings contribute to the literature and practice on technology perception and branding.
School/Discipline
Dissertation Note
Provenance
Description
Access Status
Rights
Copyright © 2025, American Marketing Association. All rights reserved. No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, including photocopying and recording, or by any information storage and retrieval system, without the written permission of the American Marketing Association.