The Effect of Technology-Based Applications on Brand Image in the Telecommunications Industry
Husain Abdulaal1, Muneer Mohammed Saeed Al Mubarak2
1Husain Abdulaal, Bachelor Degree in Computer Science from the University of Bahrain
2Muneer Mohammed Saeed Al Mubarak, Associate Professor of Management and Marketing, VP for Admin & Finance and Acting Dean of Student Affairs, at Ahlia University
Manuscript received on November 25, 2019. | Revised Manuscript received on December 08, 2019. | Manuscript published on December 30, 2019. | PP: 216-223 | Volume-9 Issue-2, December, 2019. | Retrieval Number: B3427129219/2019©BEIESP | DOI: 10.35940/ijeat.B3427.129219
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The paper investigates the effect of technology-based applications on brand image in the telecommunications industry. The study aims to identify the most influencing technology-based application on brand image and areas of improvements for each application. The study proposes a model that shows the effect of certain applications on brand image in the telecommunications industry. A quantitative survey was used for data collection to support the model. The research shows a significant overall model where technology-based applications account for 28% of variance in the consumer’s perception of the brand image. Websites and social media applications have significant impact on brand image while mobile applications & services have positive but insignificant impact on brand image. The paper can help companies to adopt technology-based applications in their brand management strategies and invest more on technology-based channels to enhance the brand image, attract more customers, and gain competitive advantage. There has been little research focusing on the effect of technology-based applications on the brand image and specifically in the telecommunications industry.
Keywords: Brands, Brand image, Technology-based applications, Websites, Mobile applications, Social media applications.