From Nothingness Into Being: Creation and Resilience of a Decentralized Brand
In this study, we explore how consumers create modern day myths around decentralized brands. Using the context of the crypto-currency Bitcoin, we analyze how consumers negotiate the ideological and religious myths that shape a decentralized brand and help it survive and become resilient over time.
Citation:
Mariam Humayun and Russell Belk (2016) ,"From Nothingness Into Being: Creation and Resilience of a Decentralized Brand", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 495-496.
Authors
Mariam Humayun, York University, Canada
Russell Belk, York University, Canada
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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