Brand Experience in Tokenized Markets: Linking Digital Value Exchange to Firm Value

Abstract

Brand experience has become a central concept for understanding consumer behavior in digital platform environments. At the same time, the growing adoption of programmable and transferable digital assets, such as tokens and stablecoins, is reshaping how value is created and exchanged within platform ecosystems. This paper develops a conceptual framework that explains how brand experience is translated into firm-level value through tokenized value accumulation. Drawing on insights from marketing, platform economics, and digital finance, the study conceptualizes tokens and stablecoins as mechanisms that reduce transactional friction, encourage repeated engagement, and embed consumers within ongoing platform interactions. By linking experiential engagement to accumulated economic value, token-based systems increase customer retention, switching costs, and customer lifetime value, while also reinforcing network effects across platform ecosystems. As a conceptual study, this paper proposes a set of research propositions to guide future empirical investigations into tokenized brand experience and firm performance. By integrating brand experience with tokenized value systems, the study highlights the strategic role of digital assets in extending consumer participation beyond firm-controlled touchpoints and supporting scalable platform-based business models.