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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Powerful Buy Time: Why Social Power Leads to Prioritizing Time over Money

Myungjin Chung, University of Texas at Arlington
Ritesh Saini, University of Texas at Arlington

Read More

Featured

K10. The Acronym Effect: Acronym and Buzzword Use Lowers Consumer Persuasion

Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada

Read More

Featured

Yes, I can or "No, I can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations

Sudipta Mandal, Indian Institute of Management Ahmedabad
Arvind Sahay, Indian Institute of Management Ahmedabad
Sanjeev Tripathi, Indian Institute of Management, Indore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.