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Keywords: Digital currencies
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Journal Articles
Journal of Product & Brand Management (2020) 29 (3): 307–320.
Published: 12 August 2019
.... 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, use of blockchain-enabled loyalty programmes, role of intermediaries in online advertising, counterfeit consumption, brand...
