Visually capturing brand essence through luxury non-fungible tokens: effects of design features and product prototypicality

Purpose Drawing on brand identity theory and categorization theory, this study examines how visual design features of luxury non-fungible tokens (L-NFTs), specifically brand visibility and visual quality, together with prototypicality (fashion vs. art), jointly shape consumers’ perceived brand essence and subsequent purchase intentions. Design/methodology/approach A 2 × 2 × 2 experimental design was employed. Data were collected via an online survey of 448 young US consumers. A three-way ANCOVA was conducted while controlling for brand familiarity, followed by a moderated–moderated mediation analysis using Hayes’s PROCESS Macro. Findings Results revealed a significant three-way interaction. Specifically, for fashion NFTs (high prototypicality), perceived brand essence increased with high brand visibility regardless of visual quality. In contrast, for art NFTs (low prototypicality), brand visibility enhanced perceived brand essence only when visual quality was low. The moderated–moderated mediation further showed that the interaction effect on perceived brand essence, contingent upon prototypicality, mediated the relationship with purchase intentions. Originality/value This study offers valuable insights for luxury fashion brands on designing L-NFTs that effectively convey brand identity through visual cues. By incorporating the concept of perceived brand essence as a key mediator, it advances the L-NFT literature by demonstrating how visual design features jointly shape consumer perceptions and drive purchase behaviors. This study also enriches theoretical understanding by highlighting the role of category-based perception from a categorization perspective.