Comparative Analysis of Preannouncement Effect of New Products and Market Reaction

10.6186/IJIMS.201903_30(1).0006

Shu-Shian Lin；Fu-Ju Yang；Fu-Ming Lai；Yi-Hsien Wang

Smartphone ； event study ； abnormal returns ； iPhone ； new product

International Journal of Information and Management Sciences

30卷1期（2019 / 03 / 01）

87 - 97

英文

This study used the launch date of new iPhone products by Apple over the years and contrasts them as the reference point with the new smart phones of HTC, LG, Samsung, Nokia, Sony, and Motorola. With the yearly release date of Apple's new iPhone products as the benchmark, difference analysis in abnormal returns was conducted among the phone products of various brand manufacturers released around than iPhone launches during 2007 to 2017. Previous study showed that Apple brand loyalty is the highest, consumers' intention to purchase the new flagship mobile phones of other brands will decrease. In consequence, there are significantly positive abnormal returns prior to the selling of new mobile phones in the first week, but after the selling day, they turn into negative abnormal returns. Furthermore, the new mobile phones declared to be released after the iPhone released continuously have positive abnormal returns.

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