Exploring the Sources of Consumer-Based Brand Equity in the Cryptocurrency Market

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2022-09-01 DOI:10.1515/roms-2022-0025

Achilleas Boukis

引用次数: 2

Abstract

Abstract The present study adopts a qualitative approach to explore the nature and sources of consumer-based brand equity (CBBE) in the cryptocurrency market. Drawing on thirty-two semi-structured interviews with crypto investors in the UK, our findings reveal three main sources of CBBE for crypto brands (i.e. blockchain-based features, crypto brand identity, psychological factors). Also, we supply insights into how the nature and features of blockchain technology shape consumers’ attitude towards crypto brands. Our findings also reveal the key elements of cryptos’ brand identity (i.e. white papers, brand purpose, ICOs) as well as various psychological factors (i.e. psychological distance, escapism, curiosity) that shape consumer perceptions of crypto brands. Our work extends the cryptocurrency and branding literatures in identifying the main sources of CBBE in the crypto market.

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探索加密货币市场中基于消费者的品牌资产来源

摘要本研究采用定性方法来探索加密货币市场中基于消费者的品牌资产（CBBE）的性质和来源。根据对英国加密货币投资者的32次半结构化采访，我们的研究结果揭示了加密货币品牌CBBE的三个主要来源（即基于区块链的特征、加密货币品牌身份和心理因素）。此外，我们还深入了解区块链技术的性质和特点如何影响消费者对加密品牌的态度。我们的研究结果还揭示了加密货币品牌身份的关键要素（即白皮书、品牌目的、ICO），以及影响消费者对加密货币品牌认知的各种心理因素（即心理距离、逃避现实、好奇心）。我们的工作扩展了加密货币和品牌文献，以确定加密货币市场中CBBE的主要来源。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.