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

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