Brand awareness of new technology in the introduction stage: A study of Blu-Ray vs HD-DVD format

Waller, DS; Wang, PZ; Oppewal, H; Morrison, MD

Brand awareness of new technology in the introduction stage: A study of Blu-Ray vs HD-DVD format

Waller, DS

Wang, PZ Oppewal, H Morrison, MD

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Publisher:: ANZMAC
Publication Type:: Conference Proceeding
Citation:: Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 8
Issue Date:: 2008-01

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Field	Value	Language
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Wang, PZ	en_US
dc.contributor.author	Oppewal, H	en_US
dc.contributor.author	Morrison, MD	en_US
dc.contributor.editor	Spanjaard, D	en_US
dc.contributor.editor	Denize, S	en_US
dc.contributor.editor	Sharma, N	en_US
dc.date	2008-12-01	en_US
dc.date.issued	2008-01	en_US
dc.identifier.citation	Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 8	en_US
dc.identifier.isbn	1863081445	en_US
dc.identifier.uri	http://hdl.handle.net/10453/11491
dc.description.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 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.	en_US
dc.publisher	ANZMAC	en_US
dc.relation.ispartof	Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	Brand awareness of new technology in the introduction stage: A study of Blu-Ray vs HD-DVD format	en_US
dc.type	Conference Proceeding
utslib.location	Sydney, Australia	en_US
utslib.location.activity	Sydney, Australia	en_US
utslib.for	150502 Marketing Communications	en_US
utslib.for	150503 Marketing Management (incl. Strategy and Customer Relations)	en_US
dc.location.activity	Sydney, Australia	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Sydney, Australia	en_US
pubs.start-date	2008-12-01	en_US

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 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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/11491