University of Sussex
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

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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.


Publication status

  • Published

File Version

  • Accepted version


Journal of Product and Brand Management





Department affiliated with

  • Strategy and Marketing Publications

Research groups affiliated with

  • Marketing Innovation Research Group Publications

Full text available

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Peer reviewed?

  • Yes

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