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

David S Waller, Paul Zhengyuan Wang, Harmen Oppewal, Mark Morrison

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

Original languageEnglish
Title of host publicationProceedings of the Australia and New Zealand Marketing Academy Conference 2008 - Marketing: Shifting the Focus from Mainstream to Offbeat
EditorsDaniela Spanjaard, Sara Denize, Neeru Sharma
Place of PublicationSydney NSW Australia
Pages1 - 8
Number of pages8
ISBN (Print)1863081445
Publication statusPublished - 2008
EventAustralian and New Zealand Marketing Academy Conference (ANZMAC 2008): Marketing – shifting the focus from mainstream to offbeat - Sydney Olympic Park, Sydney NSW, Australia
Duration: 1 Dec 20083 Dec 2008


ConferenceAustralian and New Zealand Marketing Academy Conference (ANZMAC 2008)
Abbreviated titleANZMAC 2008
CitySydney NSW
Internet address

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