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Keywords: Decentralized branding
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (8): 2022–2057.
Published: 31 July 2026
... contributes to the emerging Web3 literature by proposing an empirical framework for decentralized brand value formation in digital ecosystems. The framework captures how brand value is generated and how eWOM and marketplace trading and activities influence this value in decentralized environments. However...
