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Keywords: Blockchain technology
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Journal Articles
Journal of Product & Brand Management (2020) 29 (3): 307–320.
Published: 12 August 2019
...Achilleas Boukis Purpose The purpose of this conceptual paper is to delve into the implications of blockchain technology adoption for brands and consumers. Drawing on the existing branding literature and real-life applications of blockchain, the challenges, risks and opportunities from blockchain...
