Research note: Audience perspectives on the perceived quality of pure play distribution: A cross-platform analysis

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.