Branded Nfts As Loyalty Drivers: Exploring Consumer Perceptions and Psychological Ownership

The rapid growth of non-fungible tokens (NFTs) has introduced a transformative shift in digital marketing, allowing brands to engage consumers through exclusive, blockchain powered assets. However, limited research exists on how NFTs influence consumer behaviour, particularly regarding brand loyalty and psychological ownership. This study investigates the impact of branded NFTs on consumer-brand relationships, focusing on the interplay between exclusivity, identity expression, and emotional attachment.