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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