Brand awareness of new technology in the introduction stage: A study of Blu-Ray vs HD-DVD format
- Publication Type:
- Conference Proceeding
- Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 8
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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 war 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.
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