Literature on blockchain and brand management
| Author(s) | Year | Paper typology | Method | Sample | Purpose | Brand management subthemes |
|---|---|---|---|---|---|---|
| Ante et al. | 2024 | Empirical | Quantitative approach (analysis of fan token polls) | Consumers | Examining the level of fan engagement in fan token polls and the resulting (psychological) underpinnings of fan loyalty | Brand loyalty |
| Antoniadis et al. | 2019 | Conceptual | – | – | Delineating how blockchain works, its characteristics and the possible uses and applications of blockchain in marketing | Brand loyalty |
| Boukis | 2022 | Empirical | Qualitative approach through in-depth interviews | Consumers (i.e. crypto owners) | Exploring the consumer-based brand equity in the cryptocurrency market | Consumer-based brand equity |
| Boukis | 2020 | Conceptual | Literature review | – | Deepening how the adoption of blockchain technology affects a firm’s effort to build and enhance consumers’ relationships and experience with the brand | Brand positioning brand storytelling |
| Customer experience brand trust | ||||||
| Boukis and Magrizos | 2018 | Conceptual | – | – | Discussing the challenges emerging from the application of blockchain technology for brands as well as their impact on existing brand management strategies | Brand storytelling |
| Chen et al. | 2025 | Empirical | Data mining approaches | Consumers (NFT marketplace) | Identifying and understanding customer segments, their characteristics and behavior within the luxury brand NFT market | Brand positioning |
| Colicev | 2022 | Conceptual | – | – | Deepening how NFTs can create value for brands by (1) being standalone brand components and (2) forming and harnessing the power of NFT brand communities | Brand identity |
| Customer experience | ||||||
| Deventer et al. | 2024 | Empirical | Multiple case-studies (desk analysis) | 50 NFT initiatives launched by 42 brands | Understanding of the value that brands can potentially offer to customers with NFT initiatives | Brand innovation |
| Ferreira da Silva and Moro | 2021 | Conceptual | Text mining literature analysis | – | Understanding of blockchain from the consumer trust perspective | Consumer trust |
| Erevelles et al. | 2020 | Editorial | – | – | Highlighting the foundational premises to create a theoretical framework for the blockchain brand | Brand trust |
| Hakkarainen and Colicev | 2023 | Conceptual | – | – | Understanding how the blockchain-enabled advances (i.e., smart contracts, cryptocurrencies, play-to-earn games, NFTs) can have important implications for consumers and brands | Brand innovation |
| Hoang et al. | 2024 | Empirical | Qualitative approach through semistructured interviews and focus groups | Managers and customers (B2B context) | Understanding the impacts of the blockchain technology adoption by retailers on customer experience. To explore the role of blockchain in the retail brand–customer relationship | Brand loyalty Brand trust |
| Hofstetter et al. | 2024 | Empirical | Secondary data and (experiments) | Consumers | Arguing (and finding) that social value can outweigh intrinsic value as a determinant of willingness-to-pay in the context of NFTs | Brand innovation |
| Hofstetter et al. | 2022 | Conceptual | – | – | Deepening the role of NFTs in challenging established marketing and proposing a set of preliminary NFT and crypto-marketing research questions | Brand innovation |
| Le | 2024 | Empirical | Mixed method: Qualitative approach (in-depth interviews) and quantitative study (survey) | Consumers | Exploring consumer expectations when scanning QR codes on product labels; assessing the impact of blockchain on brand trust in traceability labels | Brand trust |
| Peres et al. | 2023 | Editorial | – | Providing a comprehensive overview of the potential impact of blockchain on several core marketing areas | Customer-based brand equity | |
| Redler and Corvino | 2023 | Conceptual | – | Drawing attention on the effect of digital twin approaches for brand management | Digital twin | |
| Sung et al. | 2023 | Empirical | Quantitative approach (survey and SEM) | Consumers (actual metaverse platform users) | Investigating the antecedents and consequences of consumers’ assessments of the gains and losses associated with (not) buying NFTs | Digital twin |
| Shankar et al. | 2024 | Empirical | Mixed method: Qualitative approach through interviews and quantitative studies involving employees in manufacturing firms | Managers and employees (B2B context) | Exploring how to protect brand identity in the B2B context | Brand identity |
| Treiblmaier and Petrozhitskaya | 2023 | Empirical | Mixed method: analysis of Twitter tweets and a survey of consumers | Consumers | Investigating how blockchain-based loyalty programs transform B2C relations through innovative customer services that bear important properties of a sharing economy | Brand loyalty |
| Utz et al. | 2022 | Empirical | Qualitative approach (workshops and interviews with customers) | Consumers | Understanding how blockchain can enhance institution-based trust and how a trust-based customer loyalty program can be designed with blockchain technology | Brand loyalty |
| Xie et al. | 2024 | Empirical | Quantitative approach (survey) | Consumers | Exploring the underlying mechanisms by which branded NFTs impact branding outcomes (i.e., brand word-of-mouth intention) | Brand innovation |
| Xie et al. | 2023 | Empirical | Quantitative approach (survey) | Consumers | Examining the perceptions of Gen Z and millennials toward branded NFTs and the impact of these perceptions on their attitudes and behaviors toward both the NFTs and the brand | Digital twin |
| Author(s) | Year | Paper typology | Method | Sample | Purpose | Brand management subthemes |
|---|---|---|---|---|---|---|
| 2024 | Empirical | Quantitative approach (analysis of fan token polls) | Consumers | Examining the level of fan engagement in fan token polls and the resulting (psychological) underpinnings of fan loyalty | Brand loyalty | |
| 2019 | Conceptual | – | – | Delineating how blockchain works, its characteristics and the possible uses and applications of blockchain in marketing | Brand loyalty | |
| 2022 | Empirical | Qualitative approach through in-depth interviews | Consumers (i.e. crypto owners) | Exploring the consumer-based brand equity in the cryptocurrency market | Consumer-based brand equity | |
| 2020 | Conceptual | Literature review | – | Deepening how the adoption of blockchain technology affects a firm’s effort to build and enhance consumers’ relationships and experience with the brand | Brand positioning brand storytelling | |
| Customer experience brand trust | ||||||
| 2018 | Conceptual | – | – | Discussing the challenges emerging from the application of blockchain technology for brands as well as their impact on existing brand management strategies | Brand storytelling | |
| 2025 | Empirical | Data mining approaches | Consumers (NFT marketplace) | Identifying and understanding customer segments, their characteristics and behavior within the luxury brand NFT market | Brand positioning | |
| 2022 | Conceptual | – | – | Deepening how NFTs can create value for brands by (1) being standalone brand components and (2) forming and harnessing the power of NFT brand communities | Brand identity | |
| Customer experience | ||||||
| 2024 | Empirical | Multiple case-studies (desk analysis) | 50 NFT initiatives launched by 42 brands | Understanding of the value that brands can potentially offer to customers with NFT initiatives | Brand innovation | |
| 2021 | Conceptual | Text mining literature analysis | – | Understanding of blockchain from the consumer trust perspective | Consumer trust | |
| 2020 | Editorial | – | – | Highlighting the foundational premises to create a theoretical framework for the blockchain brand | Brand trust | |
| 2023 | Conceptual | – | – | Understanding how the blockchain-enabled advances (i.e., smart contracts, cryptocurrencies, play-to-earn games, NFTs) can have important implications for consumers and brands | Brand innovation | |
| 2024 | Empirical | Qualitative approach through semistructured interviews and focus groups | Managers and customers (B2B context) | Understanding the impacts of the blockchain technology adoption by retailers on customer experience. To explore the role of blockchain in the retail brand–customer relationship | Brand loyalty | |
| 2024 | Empirical | Secondary data and (experiments) | Consumers | Arguing (and finding) that social value can outweigh intrinsic value as a determinant of willingness-to-pay in the context of NFTs | Brand innovation | |
| 2022 | Conceptual | – | – | Deepening the role of NFTs in challenging established marketing and proposing a set of preliminary NFT and crypto-marketing research questions | Brand innovation | |
| 2024 | Empirical | Mixed method: | Consumers | Exploring consumer expectations when scanning QR codes on product labels; assessing the impact of blockchain on brand trust in traceability labels | Brand trust | |
| 2023 | Editorial | – | Providing a comprehensive overview of the potential impact of blockchain on several core marketing areas | Customer-based brand equity | ||
| 2023 | Conceptual | – | Drawing attention on the effect of digital twin approaches for brand management | Digital twin | ||
| 2023 | Empirical | Quantitative approach (survey and SEM) | Consumers (actual metaverse platform users) | Investigating the antecedents and consequences of consumers’ assessments of the gains and losses associated with (not) buying NFTs | Digital twin | |
| 2024 | Empirical | Mixed method: | Managers and employees (B2B context) | Exploring how to protect brand identity in the B2B context | Brand identity | |
| 2023 | Empirical | Mixed method: analysis of Twitter tweets and a survey of consumers | Consumers | Investigating how blockchain-based loyalty programs transform B2C relations through innovative customer services that bear important properties of a sharing economy | Brand loyalty | |
| 2022 | Empirical | Qualitative approach (workshops and interviews with customers) | Consumers | Understanding how blockchain can enhance institution-based trust and how a trust-based customer loyalty program can be designed with blockchain technology | Brand loyalty | |
| 2024 | Empirical | Quantitative approach (survey) | Consumers | Exploring the underlying mechanisms by which branded NFTs impact branding outcomes (i.e., brand word-of-mouth intention) | Brand innovation | |
| 2023 | Empirical | Quantitative approach (survey) | Consumers | Examining the perceptions of Gen Z and millennials toward branded NFTs and the impact of these perceptions on their attitudes and behaviors toward both the NFTs and the brand | Digital twin |
Source(s): Authors’ own work
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