University of Sussex
Browse
Exploring the implications of blockchain technology for brand-consumer relationships A future research agenda.pdf (415.49 kB)

Exploring the implications of blockchain technology for brand-consumer relationships: a future research agenda

Download (415.49 kB)
journal contribution
posted on 2023-06-09, 18:18 authored by Achilleas Boukis
Purpose This conceptual paper delves into the implications of blockchain technology adoption for brands and consumers. Drawing on existing branding literature and real-life applications of blockchain, the challenges, risks and opportunities from blockchain adoption for four important areas of the branding literature are canvassed (i.e., brand positioning and corporate brand image, consumer-brand relationships, online brand communication and consumers’ trust in the brand). Also, a future-oriented discussion is provided that highlights some important avenues for researchers in the field. Design/methodology/approach This conceptual discussion sheds light on the potential implications of blockchain technology for brand-consumer relationships. To do so, an analytical review of the blockchain literature is conducted, the nature of blockchain technology is presented and its unique features and functions for brand-consumer interactions are discussed. Findings This work ignites an exploratory discussion around how blockchain applications and platforms can affect consumer-brand relationships, drawing on a number of real-life examples of blockchain adoption. This discussion sheds light on how blockchain features can impact on various areas of interest for strategic brand management, such as the adoption of digital currencies, brand storytelling, the use of blockchain-enabled loyalty programmes, the role of intermediaries in online advertising, counterfeit consumption, brand transparency and trust for brands in online marketplaces, among others. Originality/value This is one of the first conceptual efforts in the branding literature that draws on the scarce existing knowledge around blockchain adoption and discusses the potential implications of blockchain technology for brands and consumers while also providing directions for future research.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Journal of Product and Brand Management

ISSN

1061-0421

Publisher

Emerald

Department affiliated with

  • Strategy and Marketing Publications

Research groups affiliated with

  • Marketing Innovation Research Group Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2019-07-03

First Open Access (FOA) Date

2019-08-21

First Compliant Deposit (FCD) Date

2019-07-02

Usage metrics

    University of Sussex (Publications)

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC