Journal article Open Access

The Effect of Technology-Based Applications on Brand Image in the Telecommunications Industry

Husain Abdulaal; Muneer Mohammed Saeed Al Mubarak

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      <creatorName>Husain Abdulaal</creatorName>
      <affiliation>Bachelor Degree in Computer Science from the  University of Bahrain</affiliation>
      <creatorName>Muneer Mohammed Saeed Al Mubarak</creatorName>
      <affiliation>Associate Professor of  Management and Marketing, VP for Admin &amp; Finance and Acting Dean of  Student Affairs, at Ahlia University</affiliation>
    <title>The Effect of Technology-Based Applications  on Brand Image in the Telecommunications  Industry</title>
    <subject>Brands, Brand image, Technology-based applications, Websites, Mobile applications, Social media applications.</subject>
    <subject subjectScheme="issn">2249-8958</subject>
    <subject subjectScheme="handle">B3427129219/2019©BEIESP</subject>
    <contributor contributorType="Sponsor">
      <contributorName>Blue Eyes Intelligence Engineering  &amp; Sciences Publication (BEIESP)</contributorName>
    <date dateType="Issued">2019-12-30</date>
  <resourceType resourceTypeGeneral="JournalArticle"/>
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    <relatedIdentifier relatedIdentifierType="ISSN" relationType="IsCitedBy" resourceTypeGeneral="JournalArticle">2249-8958</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsIdenticalTo">10.35940/ijeat.B3427.129219</relatedIdentifier>
    <rights rightsURI="">Creative Commons Attribution 4.0 International</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
    <description descriptionType="Abstract">&lt;p&gt;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&amp;rsquo;s perception of the brand image. Websites and social media applications have significant impact on brand image while mobile applications &amp;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.&lt;/p&gt;</description>
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