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Keywords: Blockchain
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Journal Articles
Journal of Product & Brand Management (2025) 34 (6): 769–787.
Published: 19 June 2025
...Chiara Bartoli; Enrico Bonetti; Federica Ceccotti; Alberto Mattiacci Purpose This study aims to provide a holistic and comprehensive view of the blockchain’s contribution to the brand management process, integrating all relevant subthemes that previous studies have examined separately. Design...
Journal Articles
Journal of Product & Brand Management (2020) 29 (7): 877–897.
Published: 11 February 2020
... to introduce Bitcoin as a payment method. Bitcoin is a virtual currency based on blockchain technology and it is predicted to affect the way consumers and brands interact (Boukis, 2019). The interchange between firms and users on the social network “Twitter” was collected and analyzed to evaluate the impact...
