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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  "inLanguage": {
    "alternateName": "eng", 
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    "name": "English"
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      "@type": "CreativeWork"
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      "@id": "https://hdl.handle.net/B3427129219/2019\u00a9BEIESP", 
      "@type": "CreativeWork"
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  "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>", 
  "license": "https://creativecommons.org/licenses/by/4.0/legalcode", 
  "creator": [
    {
      "affiliation": "Bachelor Degree in Computer Science from the  University of Bahrain", 
      "@type": "Person", 
      "name": "Husain Abdulaal"
    }, 
    {
      "affiliation": "Associate Professor of  Management and Marketing, VP for Admin & Finance and Acting Dean of  Student Affairs, at Ahlia University", 
      "@type": "Person", 
      "name": "Muneer Mohammed Saeed Al Mubarak"
    }
  ], 
  "headline": "The Effect of Technology-Based Applications  on Brand Image in the Telecommunications  Industry", 
  "image": "https://zenodo.org/static/img/logos/zenodo-gradient-round.svg", 
  "datePublished": "2019-12-30", 
  "keywords": [
    "Brands, Brand image, Technology-based applications, Websites, Mobile applications, Social media applications."
  ], 
  "url": "https://zenodo.org/record/5598669", 
  "contributor": [
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      "affiliation": "Publisher", 
      "@type": "Person", 
      "name": "Blue Eyes Intelligence Engineering  & Sciences Publication (BEIESP)"
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  "identifier": "https://doi.org/10.35940/ijeat.B3427.129219", 
  "@id": "https://doi.org/10.35940/ijeat.B3427.129219", 
  "@type": "ScholarlyArticle", 
  "name": "The Effect of Technology-Based Applications  on Brand Image in the Telecommunications  Industry"
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