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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    "doi": "10.35940/ijeat.B3427.129219", 
    "description": "<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>", 
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    "title": "The Effect of Technology-Based Applications  on Brand Image in the Telecommunications  Industry", 
    "license": {
      "id": "CC-BY-4.0"
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    "journal": {
      "volume": "9", 
      "issue": "2", 
      "pages": "216-223", 
      "title": "International Journal of Engineering and Advanced Technology (IJEAT)"
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    "language": "eng", 
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        "identifier": "B3427129219/2019\u00a9BEIESP"
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    "keywords": [
      "Brands, Brand image, Technology-based applications, Websites, Mobile applications, Social media applications."
    ], 
    "publication_date": "2019-12-30", 
    "creators": [
      {
        "affiliation": "Bachelor Degree in Computer Science from the  University of Bahrain", 
        "name": "Husain Abdulaal"
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        "affiliation": "Associate Professor of  Management and Marketing, VP for Admin & Finance and Acting Dean of  Student Affairs, at Ahlia University", 
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