Pellicelli, Anna Claudia

English

Institutional Research Information System University of Turin

14 October 2023AperTO - Archivio Istituzionale Open Access dell'Università di TorinoOriginal Citation:Checkmate to the competition in the metaverse:Nfts as innovative tools to win brandengagement through phygital luxury  brand experiencesTerms of use:Open Access(Article begins on next page)Anyone can freely access the full text of works made available as "Open Access". Works made availableunder a Creative Commons license can be used according to the terms and conditions of said license. Useof all other works requires consent of the right holder (author or publisher) if not exempted from copyrightprotection by the applicable law.Availability:This is the author's manuscriptThis version is available http://hdl.handle.net/2318/1894131 since 2023-02-26T14:42:46Z1ANZMAC 2022Conference ProceedingsRECONNECT & REIMAGINE5 - 7 December 2022ANZMAC 2022 SponsorsPlatinum SponsorSilver SponsorBronze SponsorPaper Track SponsorANZMAC 2022Conference ProceedingsRECONNECT & REIMAGINE5 - 7 December 2022Publication DetailsANZMAC Conference 2022Editors: Paul Harrigan and Greg BrushCopyright © 2022 All rights reserved. Apartfrom any use permitted under the CopyrightAct 1968 no part may be reproduced, storedin a retrieval system or transmitted by anymeans or process whatsoever without theprior written permission of the publisher.The views and opinions expressed are thoseof the authors.ISSN: 1447-3275AcknowledgmentThe University of WesternAustralia and Curtin Universityacknowledge the Whadjukpeople of the Nyungar Nation, asthe Traditional Custodians of theland in and around Perth, whereANZMAC 2022 was held.We pay our respect to the Eldersboth past and present andhonour Australian Aboriginal andTorres Strait Islander peoples’unique cultural and spiritualrelationships to the land, watersand seas and their richcontribution to society.ANZMAC 2022 - Conference Proceedings 5ANZMAC Executive CommitteeLinda Robinson President, RMIT UniversityPaul Harrigan Vice President, The University of Western AustraliaAndrew Murphy Treasurer, Massey UniversityDenni Arli Secretary, The University of TasmaniaFrank Alpert Member of Strategy sub-committee, The University of QueenslandJungkeun Kim Chair of Research sub-committee, Auckland University of TechnologyAron O’Cass Member of Research sub-committee, La Trobe UniversityBilly Sung Member of Strategy sub-committee, Curtin UniversityToni Eagar Chair of Education sub-committee, Australian National UniversityPhyra Sok Member of Research sub-committee, Monash UniversityMaree Thyne Chair of Awards sub-committee, The University of OtagoANZMAC 2022 - Conference Proceedings 6Conference CommitteeIan Phau, Doctoral Colloquium Chair, Curtin UniversitySean Lee, Doctoral Colloquium team, Curtin UniversitySaadia Shabnam, Special Session Chair, Curtin UniversityIsaac Cheah, Doctoral Colloquium team, Curtin UniversityGreg Brush, Conference Chair, University of Western AustraliaPaul Harrigan, Conference Chair, University of Western AustraliaAnwar Sadat Shimul, Doctoral Colloquium team, Curtin UniversityFang Liu, Scientific Committee Chair, University of Western AustraliaSanjit Roy, Scientific Committee Chair, University of Western AustraliaConference CommitteeDoctoral Colloquium CommitteeTrack ChairsANZMAC 2022 - Conference Proceedings 7Advertising and MarketingCommunicationsConsumer Culture Theory Supported by RMITUniversityEntrepreneurship & InnovationGAMMA SymposiumInternational and Cross-Cultural MarketingLuxury MarketingDigital Marketing and Social Media Supported by RMIT UniversityBusiness to Business, Distribution andSales ManagementConsumer Behaviour Supported by Deakin UniversityMarketing Analytics, Methods andModellingMarketing EducationMarketing Strategy, Branding and Brand ManagementServices, Retailing and Customer ExperienceSocial Marketing, Macromarketing and Public Policy Supported by The University of CanteburyTravel and Tourism MarketingValues, Motivations and MarketingChris ChenJulie LeeVinh Lu Riza CasidyLaszlo SajtosDavid Webb Anwar Sadat ShimulShahriar AkterDr Felix SeptiantoAndrea VocinoEkant VeerMark BuschgensFazlul RabbaneeTorgeir AletiSean LeeAnn-Marie KennedyLisa McNeillIsaac CheahJason PallantShasha WangJungkeun KimSussie MorrishTony GarrettDenni ArliDaniel SchepisMarian MakkarPark ThaichonYelena TsarenkoJun WenJoanne SneddonCharles TaylorMichael LeeDr Russel KingshottThierry VoleryIan PhauFandy TjiptonoBest Paper in TrackTravel and TourismMarketingMarketing Strategy,Branding and BrandManagementGAMMA SymposiumBusiness to Business,Distribution and SalesManagementConsumer Behaviour Supported by Deakin UniversityServices, Retailing andCustomer ExperienceMarketing Analytics,Methods and ModellingMarketing EducationValues, Motivations andMarketingConsumer Culture Theory Supported by RMITUniversitySocial Marketing,Macromarketing and PublicPolicy Supported by The Universityof CanteburyDigital Marketing and SocialMedia Supported by RMIT UniversityBusiness-to-Business Customer Experience: A Systematic LiteratureReview Riarna Hellyer, Rory Mulcahy, Jacqueline Blake, Vikki SchafferFeelings of Personal Relative Deprivation Inhibit Sustainable ConsumptionCrystal Oanh Nguyen, Liem Viet Ngo, Tania Bucic, Harmen Oppewal“Out With The Old, In With The New”: The Gentrification Of Sneaker Culture Ai Ming Chow, Ires van Hout, Paolo Franco, Rohan VenkatramanThe Dark Side Of Social Media: Misinformation, Partisanship, and Polarization Jason Weismueller, Richard L. Gruner, Paul Harrigan, Kristof Coussement, Shasha WangConsumer Experience Of Luxury Brand In Metaverse QI Jiang, Miyea Kim, Eunju Ko, Kyung Hoon KimBasket Choice Model Using Deepwalk Neural Network Xuliang Li, Steven Lu, Jake An“We Have To Fight The System Just To Stay Here”: Connection And Accessibility For Neurodivergent Students In Marketing Education Luke Butcher, Stevie LaneSelf-Customisation And Frontline Customisation: Optimising Personalisation Experiences Isabella Maggioni, Daniela Corsaro, Alessandro Inversini, Manuela De CarloWhen Service Is Disrupted, Community Is Key: A Membership-Based Study Jessica Pallant, Jason Pallant, Adam Karg, Carleigh YeomansZero-Alcohol And Aisle Placement Ann-Marie Kennedy, Girish Prayag, Andrew Vonasch, Johnpaul SmithBusiness Data Privacy Practices In Contact Tracing: A Double-Edged Sword Khai Tran Trieu, Joseph Chen, Raymond Xia, Donia Waseem, Balkrushna PotdarIs Consumer Social Media Engagement Developed By Visual Aesthetics And/Or Information Quality? 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Your efforts have been greatly appreciated.ShehzalaRajnigandhaAarikka-Stenroos, Leena Aboelenien, AyaAcuti, DilettaAdams, KathleenAdi Ekaputra, IrwanAgarwal, DikshaAitken, RobertAkella, Laxminarayana Yashaswy AlAdem, SamarAleti, TorgeirAlford, PhilipAli, ShabanaAlimamy, SaifeddinAlkhamisi, LujainAlshamrani, AreejAlversia, YeshikaAn, JakeAnesbury, ZacharyAppau, SamuelsonArli, DenniArora, Swapan DeepAshik, FarhanAsokan-Ajitha, AswathyBaker, JonathanBakri, MarliniBandara, Priyantha Bandyopadhyay, ArghoBarker, AliciaBaumann, ChrisBecker, LarissaBelik, IvanBelli, AlexBellman, SteveBentham, CatherineBian, XuemeiBlijlevens, JannekeBose, SunnyBothma, MiaBowles, AngelaBrady, EricaBrennan, StaceyBrodie, RodBruce, BronwynBui, LiemBundwini, NqobileBurgess, Jacqueline Butcher, Luke Camilleri, Adrian Ryan Campbell, Colin Carlson, Jamie Carminati, Anne Carrington, Michal Casey, JuliaCasidy, RizaChad, PaulChan, Kaye Chandrasapth, Koblarp Chang, Hannah Chapman, Cassandra Cheah, IsaacChen, JialieChen, JosephChen, Ning (Chris) Chen, Shu-Ching Cheng, Yimin Chikweche, Tendai Chong, Terrence Chow, Ai Ming ANZMAC 2022 - Conference Proceedings 9REVIEWERS (CONT. )Chowdhury, Rafi Chung, HenryClarke, IlonaConduit, JodieCoşkun, Ayşen Coussement, Kristof Cruz, Angela Gracia B. 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Conference ProceedingsREVIEWERS (CONT. )Roy, SanjitSadat Shimul, Anwar Sagheer, SadafSajtos, LaszloSalam, AbdulSaluja, Geetanjali Sandhu, Manjit, Singh Sands, SeanSansome, Kate Sassenberg, Anne-Marie Scaraboto, Daiane Schepis, Daniel Schmidtke, David Schnack, Alexander Schultz, Carsten Schwaiger, Manfred Seenivasan, Satheesh Septianto, Felix Shamayleh, Ghalia Shankar, AmitShankar, AviSharma, PiyushShi, ZhengyuSijoria, CharuSingh, Gaganpreet Singh, GurmeetSingh, Kamalpreet Singh, Sonika Siriwardana, Sajith Smith, AimeeSneddon, JoanneSok, PhyraSoltani, Mona Souvertjis, AnneStern, PhilipStocchi, LaraSung, BillySutherland, Karen Takhar, Amy Talvite-Lamberg, Karoliina Tamaddoni, AliTan, Teck, MingTanouri, Afshin Tarabashkina, Liudmila Taylor, Alex Taylor, Charles Teah, Kevin Tetteh-Afi, Christian Thaichon, Park tHart, Brian Thyroff, AnastasiaTian, KarenTien, Minh, DinhTjiptono, FandyTombs, AlastairTran, Khai TrieuTrinh, GiangTriolo, FedericoTsang, Alex S.L.Tsao, Hsiu-YuanTuguinay, JovanieTunkevichus, EduardTuzovic, SvenVaibhav Shekhar, Vaibhav Shekhar van Deventer, Marko van Esch, Patrickvan Schalkwyk, Johannes-Hugo van Schalkwyk, Pieter Vatavwala, SanketVeer, EkantVejnovic, EnaVenkatraman, RohanVeresiu, ElaVictory, KirstenVolcon, StephanieVolery, Thierry13ANZMAC 2022 - Conference ProceedingsREVIEWERS (CONT. )Voola, RanjitVoyer, BenjaminWaehning, NadineWahid Khan, AbdulWaller, DavidWalther, LucianaWan, Echo WenWangmo, GakiWaseem, DoniaWatanabe, MidoriWatkins, Leah Webb, DavidWeber, Virginia Wen, JunWhite, Samantha Wilden, RalfWilk, Violetta Wilkie, Dean Williams, Janine Williams, John Willmott, Taylor Wilson, Juliette Winzar, Hume Wohlfeil, Markus Wong, AmyWong, NancyWong, SabrinaXue, KaiwenYang, Shaohua Yannopoulou, Natalia Ye, Sheng Ye Yang, Nicole Yin, HanYing, Roy Fai Yousef, Murooj Yu, Ava Yu, DandanYu, HongyangYu, JoanneYuk, Hyeyeon (Christine) Yusuf, AdnanZarezadeh, ZaraZhang, HuiZhang, XiaoyuZhang, XiyaZhang, YunenZheng, DanniZhou, BinZou, Zhao REVIEWERS (CONT. )International and  Cross-Cultural Marketing 358Advertising and Marketing Communications 16Business to Business, Distribution and Sales Management 50Consumer Behaviour 94Consumer Culture Theory 198Digital Marketing and Social Media 233Luxury Marketing 367GAMMA Symposium 322Entrepreneurship and Innovation 297Marketing Analytics, Methods and Modelling 388Marketing Strategy, Branding and Brand Management 445CONTENTS15ANZMAC 2022 - Conference ProceedingsMarketing Education 405Services, Retailing and Customer Experience 501Social Marketing, Macromarketing and Public Policy 589Travel and Tourism Marketing 676Values, Motivations and Marketing 714ANZMAC Conference 2022 | Proceedings   www.anzmac2022.com | #ANZMAC2022 176  Checkmate To The Competition In The Metaverse: Nfts As Innovative Tools To Win Brand Engagement Through Phygital Luxury Brand Experiences  Marta Massi, Athabasca University Chiara Piancatelli, SDA Bocconi  Anna Claudia Pellicelli, University of Turin Jose Rojas-Méndez, Carleton University  Abstract:  Luxury fashion companies used to create a certain distance from consumers to position their products as exclusive and elitist. However, the advent of digital technology and social media has completely changed the way consumers interact with luxury brands, increasingly empowering them and making them active co-creators of value. This paper investigates the role of NFTs - digital assets based on blockchain technology, aimed at identifying the ownership of a digital object in a unique, irreplaceable and non-replicable way – in influencing consumer engagement with luxury fashion brands. Results show that the characteristics of NFTs (interactivity, vividness and novelty) have a significant positive effect on brand engagement and that NFT-based brand engagement in turn increases consumer perceptions of empowerment and likelihood of purchase. Consumer attitude toward innovativeness was also found to moderate the relationship between brand engagement and likelihood of purchase.    Keywords: NFTs, Phygital Experiences, Brand Engagement, Metaverse.                                 

Checkmate to the competition in the metaverse:Nfts as innovative tools to win brand engagement through phygital luxury  brand experiences

https://iris.unito.it/bitstream/2318/1894131/1/ANZMAC2022Conference%2bProceedingsPellicelli.pdf

Checkmate to the competition in the metaverse:Nfts as innovative tools to win brand engagement through phygital luxury brand experiences

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