Kim, JCho, ALee, DCPark, JKim, AJhang, JKim, C2024-11-202024-11-202025-01-01Journal of Retailing and Consumer Services, ISSN: 0969-6989 (Print), Elsevier BV, 82, 104131-104131. doi: 10.1016/j.jretconser.2024.1041310969-6989http://hdl.handle.net/10292/18366Non-fungible tokens (NFTs) are increasingly used to safeguard luxury products from counterfeits. Despite their increasing adoption, limited research has investigated how brands should communicate the use of NFTs—a novel and complex concept for consumers to comprehend—to maximize their benefits. This research aims to examine this gap by highlighting that the ease of visualization is critical for effective communication. Study 1A demonstrated that consumers prefer a visualized NFT to a non-visualized one for authenticating a luxury product. Study 1B further demonstrated that consumers place greater trust in a visualized NFT and are willing to pay higher prices for luxury products that utilize it. Study 2 demonstrated that consumers have more favorable attitudes toward a luxury product that features an easy-to-visualize NFT than those with a difficult-to-visualize NFT and that perceived authenticity mediates this effect. Finally, Study 3 demonstrated that the positive impacts of easy-to-visualize NFT cues were more significant for luxury than non-luxury products. Subsequently, this study suggests an effective communication strategy for NFT use and provides managerial implications for luxury brands aiming to maximize the benefits of using NFTs.© 2024 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).http://creativecommons.org/licenses/by/4.0/35 Commerce, Management, Tourism and Services3503 Business Systems In Context3506 Marketing1503 Business and Management1505 Marketing1506 TourismMarketing3504 Commercial services3507 Strategy, management and organisational behaviour3509 Transportation, logistics and supply chainsJournal ArticleOpenAccess10.1016/j.jretconser.2024.104131