Analysis of the Non-Fungible Token Set-up on 4V Theory Focusing on Global Luxury Brands
February 28, 2023 | Vol.9, No.2 | PP. 161-177 | PDF
AUTHORS:
Sun Fan, Communication Design, Dankook University, Korea
KEYWORDS:
NFT, Luxury Goods, 4V Theory, Brand Design
Abstract
Non-fungible token (NFT), as the most influential and representative assets in the metaverse and the brand market, have been used by several brands, thus resulting in the prevalence of NFT collection over the past few years, especially in the context of the metaverse. However, relevant research results have been rare. Some researchers merely conducted an objective study to investigate the artistic value of NFTs. Given that studying NFT collection bears significance to the society, the study analyzed the NFT of luxury brands based on the 4V theory collected data via questionnaire survey, and finally analyzed results using SPSS to verify the reliability of the analysis. It is concluded that the brand exhibits the characteristics of 4V theory in the design of the NFT digital collection. Brands designed using the 4V theory are able to communicate and broaden sensory experiences more effectively. Interaction between the brand and IP image adds sales paths and value, thereby enhancing brand interaction
APJCRI
The purpose of this journal is to share and exchange the results of recent research by Asia-Pacific national researchers, and the purpose of the project is to publish the results of convergence research with the humanities and social sciences, including advanced research in specific fields.