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
Share Proceeding
Featured papers
See MoreFeatured
Stating the Obvious: How “Ugly” Labels Can Increase the Desirability of Odd-Shaped Produce
Siddhanth Mookerjee, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada
Featured
The Best of Both Worlds: Androgyny in Consumer Choice
Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas
Featured
D10. It's Meant for Me: When Serendipity Increases Word-of-Mouth
Colleen Patricia Kirk, New York Institute of Technology
Joann Peck, University of Wisconsin - Madison, USA
Claire Hart, University of South Hampton, UK
Constantine Sedikides, University of South Hampton, UK