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Keywords: Identity projects
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (13): 121–158.
Published: 09 February 2026
... adopters, a significant population of followers has yet to start purchasing NFTs. This paper aims to explore identity-related determinants of followers’ engagement with NFTs around the personal and social identity theories as well as identity projects. Design/methodology/approach This study is based...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 1285–1311.
Published: 30 January 2021
... associations. This signals identity projects where consumers collectively flaunt themselves as being not a Starbucks consumer (Thompson and Arsel, 2004), not a Hummer owner (Luedicke et al., 2009), not a Jeeper (Rosenbaum, 2013), not a Nutella eater (Cova...
