Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Blockchain And The Transformation Of Branding, Sunil Erevelles, Brian Whelan, Padma Bulusu
Blockchain And The Transformation Of Branding, Sunil Erevelles, Brian Whelan, Padma Bulusu
Association of Marketing Theory and Practice Proceedings 2020
Blockchain and the Transformation of Branding
Sunil Erevelles
University of North Carolina at Charlotte
Brian Whelan
University of North Carolina at Charlotte
Padma Bulusu
University of North Carolina at Charlotte
ABSTRACT
Consumer trust in brands has reached critically low levels. While Big Data has allowed marketers to gain a rich and precise understanding of their consumers (Erevelles, Fukawa and Swayne 2016), the careless and sometimes improper use of Big Data in behavioral futures markets has resulted in a decline of trust in brands of organizations that have violated consumer trust. Driven by a trust crisis in consumer relationships with institutions …