December 30, 2019 Journal article Open Access

Husain Abdulaal; Muneer Mohammed Saeed Al Mubarak

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{
  "DOI": "10.35940/ijeat.B3427.129219", 
  "container_title": "International Journal of Engineering and Advanced Technology (IJEAT)", 
  "language": "eng", 
  "title": "The Effect of Technology-Based Applications  on Brand Image in the Telecommunications  Industry", 
  "issued": {
    "date-parts": [
      [
        2019, 
        12, 
        30
      ]
    ]
  }, 
  "abstract": "<p>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&rsquo;s perception of the brand image. Websites and social media applications have significant impact on brand image while mobile applications &amp; 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.</p>", 
  "author": [
    {
      "family": "Husain Abdulaal"
    }, 
    {
      "family": "Muneer Mohammed Saeed Al Mubarak"
    }
  ], 
  "page": "216-223", 
  "volume": "9", 
  "type": "article-journal", 
  "issue": "2", 
  "id": "5598669"
}