Brand Awareness of New Technology in the Introduction Stage: A Study of the Blu-Ray Vs HD-DVD Formats

David S. Waller, Paul Z. Wang, Harmen Oppewal, Mark Morrison

Research output: Book chapter/Published conference paperConference paper

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Abstract

The introduction of a new technology into the marketplace generally is a risky endeavour for a company, however, when there are competing new technologies of which it is believed only one can survive, winning over customers is one of the major corporate battles to be fought.This paper presents results of a survey among 1495 people regarding their awareness of the two DVD competing formats (Blu-ray and HD-DVD) in the early stages of the recent DVD format war. The results reveal that in the early stages of the format far more people were aware of the HD-DVD than of the Blu-ray format. A model is presented that predicts format awareness from four consumer characteristic constructs and four demographic variables.
Original languageEnglish
Title of host publicationMarketing
Subtitle of host publicationShifting the focus from mainstream to offbeat
Place of PublicationAdelaide
PublisherANZMAC
Pages1-8
Number of pages8
ISBN (Electronic)1863081437
Publication statusPublished - 2008
EventAustralian and New Zealand Marketing Academy Conference - Olympic Park, Sydney, Australia
Duration: 01 Dec 200803 Dec 2008
http://pandora.nla.gov.au/pan/25410/20101006-0008/www.anzmac2008.org/_Proceedings/Index.html (conference info)

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference
CountryAustralia
CitySydney
Period01/12/0803/12/08
Internet address

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