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

Boukis, Achilleas (2019) Exploring the implications of blockchain technology for brand-consumer relationships: a future research agenda. Journal of Product and Brand Management. ISSN 1061-0421

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Abstract

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.

Item Type: Article
Keywords: blockchain technology, online branding, consumer brand trust, consumer-brand relationships, brand transparency, digital currencies
Schools and Departments: School of Business, Management and Economics > Business and Management
Research Centres and Groups: Marketing Innovation Research Group
Subjects: T Technology > T Technology (General)
Depositing User: Achilleas Boukis
Date Deposited: 03 Jul 2019 09:27
Last Modified: 21 Aug 2019 14:45
URI: http://sro.sussex.ac.uk/id/eprint/84714

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