The Blockchain Brand

Brands represent a core foundation of trust between a firm and its consumers. As trust in brands erodes, blockchain is emerging as a key solution for building trust, authenticity, transparency, etc. for brands. The authors examine evolving blockchain-centric logic in a quest towards a theoretical foundation for the blockchain brand.


Sunil Erevelles, Brian Whelan, and Padma Bulusu (2020) ,"The Blockchain Brand", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 314-315.


Sunil Erevelles, University of North Carolina - Charlotte, USA
Brian Whelan, University of North Carolina - Charlotte, USA
Padma Bulusu, University of North Carolina - Charlotte, USA


NA - Advances in Consumer Research Volume 48 | 2020

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