Abstract
This study examines adopters and non-adopters of pure play distribution across, print, audio, video, and gaming platforms through the lens of the Consumer Based Brand Equity (CBBE) model’s seven dimensions of perceived quality. It attempts to mobilize brand management scholarship to better predict the likelihood of a consumer engaging in a pure play distribution transaction, and addresses the unique considerations associated with pure play media branding. Pure play products refer to media content sold as digital files and while the appeal for a media firm to engage in pure play distribution stems from economic efficiency, the increase in choice and availability offered to audiences has not produced a consistent level of consumer acceptance across all media platforms.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Anderson, C. (2006). The long tail: Why the future of business is selling less of more. New York: Hyperion.
Babbie, E. (2007). The practice of social research. Belmont, CA: Thomson Wadsworth.
Baran, S. J., & Davis, D. K. (2012). Mass communication theory: Foundations, ferment, and future. Boston: Wadsworth Cengage Learning.
Bilton, N. (2013). The allure of the print book. The New York Times. Retrieved April 12, 2013 from http://bits.blogs.nytimes.com/2013/12/02/the-print-book-here-to-stay-at-least-for-now/?_r=0
Chan-Olmsted, S., & Shay, R. (2015). Media branding 3.0: From media brands to branded entertainment and information. In G. Siegert, K. Förster, S. M. Chan-Olmsted, & M. Ots (Eds.), Handbook of media branding. Heidelberg: Springer.
Edwards, J. (2013). TV is dying, and here are the stats that prove it. Business Insider. Retrieved April 12, 2013 from http://www.businessinsider.com/cord-cutters-and-the-death-of-tv-2013-11
Ha, L., & Ganahl, R. (2004). Webcasting business models of clicks-and-bricks and pure- play media: A comparative study of leading webcasters in South Korea and the United States. The International Journal on Media Management, 6(1&2), 74–87.
Ha, S., & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565–571.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. Upper Saddle, NJ: Prentice Hall.
IEE. (2005). Disruptive technology. IEE Communications Engineer, 3(6), 30–33.
Jenkins, H. (2008). Convergence culture: Where old and new media collide. New York: NYU Press.
Keller, K. L. (2008). Strategic brand management: Building, measuring and managing brand equity (3rd ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Lee, S., Brown, J. S., & Lee, S. (2011). A cross-country analysis of fixed broadband deployment: Examination of adoption factors and network effect. Journalism & Mass Communication Quarterly, 88(3), 580–596.
Lin, C. A. (2009). Exploring the online radio adoption decision-making process: Cognition, attitude, and technological fluidity. Journalism & Mass Communication Quarterly, 86(4), 884–899.
MacMillan, R. (2007). Marvel pop comics online, hopes fans pay. Reuters. Retrieved April 12, 2003, from http://www.reuters.com/article/2007/11/13/marvel-idUSN1360932220071113
McShea, T. (2013). Sony’s triumphant night. Gamespot. Retrieved April 12, 2013 from http://www.gamespot.com/articles/sonys-triumphant-night/1100-6409715
Rogers, E. M. (2003). Diffusion of innovations. New York: Free Press.
Rosenzweig, E., & Gilovich, T. (2011). Buyer’s remorse or missed opportunity? Differential regrets for material and experiential purchases. Journal of Personality and Social Psychology, 102(2), 214–223.
Serrano, R. (2009). Cable bundling strategy pays off with lower churn. SNL Kagan. Retrieved April 12, 2013 from http://www.snl.com/sectors/Media/Default.aspx
Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125–137.
Sony. (2013). Music unlimited: Sharing playlists. Sony.com. Retrieved April 12, 2013 from http://us.support.sonyentertainmentnetwork.com/app/answers/detail/a_id/3780
Story, J., & Loroz, P. S. (2005). Technological congruence and perceived quality of brand extensions. Journal of Product & Brand Management, 14(7), 438–447.
Wei, R. (2001). From luxury to utility a longitudinal analysis of cell phone laggards. Journalism & Mass Communication Quarterly, 78(4), 702–719.
Yang, D. (2012). The strategic management of store brand perceived quality. Physics Procedia, 24, 1114–1119.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer International Publishing Switzerland
About this chapter
Cite this chapter
Shay, R. (2015). Research Note: Audience Perspectives on the Perceived Quality of Pure Play Distribution: A Cross-Platform Analysis. In: Siegert, G., Förster, K., Chan-Olmsted, S., Ots, M. (eds) Handbook of Media Branding. Springer, Cham. https://doi.org/10.1007/978-3-319-18236-0_9
Download citation
DOI: https://doi.org/10.1007/978-3-319-18236-0_9
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18235-3
Online ISBN: 978-3-319-18236-0
eBook Packages: Business and EconomicsBusiness and Management (R0)