IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v42y2025i3p522-535.html

Setting sail in a tokenized world: An exploration of the Bored Ape Yacht Club and the co-created consumer experience

Author

Listed:
  • Brouard, Myriam

Abstract

Imagine if owning a specific baseball card gave you the privilege of attending their home games. Or that having attended previous Taylor Swift tours entitled you to purchase tickets for her next tour. What would that be worth, and how would that change the way in which you relate to the brand or to the artist? This article examines the case of the Bored Ape Yacht Club (BAYC), a prominent Non-Fungible Token (NFT) community. The investigation reveals the multifaceted nature of NFTs, which can act as keys to access exclusive clubs and privileges, and as independent products whose value is inherently linked to market dynamics. By doing a deep dive into one of the most prominent NFT communities, BAYC, this work underscores the potentially transformative effects of NFTs on consumer experience, providing a deeper understanding of value co-creation in the rapidly evolving decentralized landscape.

Suggested Citation

  • Brouard, Myriam, 2025. "Setting sail in a tokenized world: An exploration of the Bored Ape Yacht Club and the co-created consumer experience," International Journal of Research in Marketing, Elsevier, vol. 42(3), pages 522-535.
    • Handle: RePEc:eee:ijrema:v:42:y:2025:i:3:p:522-535
    DOI: 10.1016/j.ijresmar.2024.03.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811624000193
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2024.03.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Reto Hofstetter & Emanuel Bellis & Leif Brandes & Melanie Clegg & Cait Lamberton & David Reibstein & Felicia Rohlfsen & Bernd Schmitt & John Z. Zhang, 2022. "Crypto-marketing: how non-fungible tokens (NFTs) challenge traditional marketing," Marketing Letters, Springer, vol. 33(4), pages 705-711, December.
    2. Zhang, Z. John, 2023. "Cryptopricing: Whence comes the value for cryptocurrencies and NFTs?," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 22-29.
    3. Malik, Nikhil & Wei, Yanhao Max & Appel, Gil & Luo, Lan, 2023. "Blockchain technology for creative industries: Current state and research opportunities," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 38-48.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vomberg, Arnd & von Gegerfelt, Mats, 2025. "Unveiling investment vs. ownership perspectives among NFT buyers: A segmentation study exploring engagement patterns in NFT markets," International Journal of Research in Marketing, Elsevier, vol. 42(3), pages 536-556.
    2. Brandes, Leif & Dölp, Katharina, 2025. "Non-Fungible Tokens (NFTs) as digital brand extensions: Evidence on financial performance and parent-brand spillovers," International Journal of Research in Marketing, Elsevier, vol. 42(3), pages 491-521.
    3. Xie, Peiwen & Kim, Eunsoo & Lam, Shun Yin & Reza, Sadat, 2025. "Herding behavior in NFT Auction: The role of visual complexity and familiarity," International Journal of Research in Marketing, Elsevier, vol. 42(3), pages 684-710.
    4. Liu, Yuanyuan & Huangfu, Bingrui & Qiao, Zheng & Zhao, Xi, 2025. "Rarity, the WTA-WTP disparity, and price adjustments in the NFT market," International Journal of Research in Marketing, Elsevier, vol. 42(3), pages 594-609.
    5. Berghueser, Sophie M. & Spann, Martin, 2025. "The value of distinctiveness: Product uniqueness in crypto marketing," International Journal of Research in Marketing, Elsevier, vol. 42(3), pages 573-593.
    6. Rezazadeh, Arash & Bohnsack, René, 2025. "Value creation and value capture in NFT business models: Insights from blockchain-based ventures," Technological Forecasting and Social Change, Elsevier, vol. 219(C).
    7. Alavi, Soogand & Haruvy, Ernan & Xie, Ying, 2025. "On the role of provenance in NFT trades," International Journal of Research in Marketing, Elsevier, vol. 42(3), pages 610-625.
    8. Patrick Nicolas Tinguely & Yash Raj Shrestha, 2024. "NFT-enabled organization design: prospects, promises and hurdles," Journal of Organization Design, Springer;Organizational Design Community, vol. 13(1), pages 23-31, March.
    9. M Yamin & Eka Mulyana & Dini Damayanthy & Amin Rejo & Shendy Y. Heartiana, 0000. "Adoption Level Of Rice Farming Technology On Swamp Land In Indonesia," Proceedings of Economics and Finance Conferences 14416219, International Institute of Social and Economic Sciences.
    10. Boukis, Achilleas, 2023. "Storytelling in initial coin offerings: Attracting investment or gaining referrals?," Journal of Business Research, Elsevier, vol. 160(C).
    11. An, Jaehyung & Mikhaylov, Alexey & Chang, Tsangyao, 2024. "Relationship between the popularity of a platform and the price of NFT assets," Finance Research Letters, Elsevier, vol. 61(C).
    12. Colicev, Anatoli, 2023. "How can non-fungible tokens bring value to brands," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 30-37.
    13. Heidemann, Gerrit & Schmidt, Sascha L. & von der Gracht, Heiko A. & Beiderbeck, Daniel, 2024. "The impact of the metaverse on the future business of professional football clubs – A prospective study," Technological Forecasting and Social Change, Elsevier, vol. 208(C).
    14. Yogesh K. Dwivedi & Nir Kshetri & Laurie Hughes & Nripendra P. Rana & Abdullah M. Baabdullah & Arpan Kumar Kar & Alex Koohang & Samuel Ribeiro-Navarrete & Nina Belei & Janarthanan Balakrishnan & Sripa, 2023. "Exploring the Darkverse: A Multi-Perspective Analysis of the Negative Societal Impacts of the Metaverse," Information Systems Frontiers, Springer, vol. 25(5), pages 2071-2114, October.
    15. Boris Helleu & Yann Abdourazakou & Quentin Dezitter, 2023. "NFT and Sport : a marketing analysis of French market [Les NFT dans le sport : analyse marketing d'acteurs français]," Post-Print hal-04293196, HAL.
    16. Belk, Russell & Humayun, Mariam & Brouard, Myriam, 2022. "Money, possessions, and ownership in the Metaverse: NFTs, cryptocurrencies, Web3 and Wild Markets," Journal of Business Research, Elsevier, vol. 153(C), pages 198-205.
    17. Liu, Yue & Xin, Baogui & Xie, Lei, 2025. "Strategic NFT adoption to combat digital piracy," Technovation, Elsevier, vol. 141(C).
    18. Wolfgang Breuer & Jannis Bischof & Christian Hofmann & Jochen Hundsdoerfer & Hans-Ulrich Küpper & Marko Sarstedt & Philipp Schreck & Tim Weitzel & Peter Witt, 2023. "Recent developments in Business Economics," Journal of Business Economics, Springer, vol. 93(6), pages 989-1013, August.
    19. Timo Rogalski & Dirk Schiereck, 2024. "When is blockchain worth it? Value and risk drivers of corporate blockchain announcements," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-24, December.
    20. Kim, Jungkeun & Cho, Areum & Lee, Daniel Chaein & Park, Jooyoung & Kim, Aekyoung & Jhang, Jihoon & Kim, Changju, 2025. "Consumer preferences for the visual presentation of non-fungible tokens (NFTs) of luxury products: the role of perceived authenticity," LSE Research Online Documents on Economics 126230, London School of Economics and Political Science, LSE Library.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:42:y:2025:i:3:p:522-535. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.