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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  <dc:contributor>Blue Eyes Intelligence Engineering  &amp; Sciences Publication (BEIESP)</dc:contributor>
  <dc:creator>Husain Abdulaal</dc:creator>
  <dc:creator>Muneer Mohammed Saeed Al Mubarak</dc:creator>
  <dc:date>2019-12-30</dc:date>
  <dc:description>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 &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.</dc:description>
  <dc:identifier>https://zenodo.org/record/5598669</dc:identifier>
  <dc:identifier>10.35940/ijeat.B3427.129219</dc:identifier>
  <dc:identifier>oai:zenodo.org:5598669</dc:identifier>
  <dc:language>eng</dc:language>
  <dc:relation>issn:2249-8958</dc:relation>
  <dc:rights>info:eu-repo/semantics/openAccess</dc:rights>
  <dc:rights>https://creativecommons.org/licenses/by/4.0/legalcode</dc:rights>
  <dc:source>International Journal of Engineering and Advanced Technology (IJEAT) 9(2) 216-223</dc:source>
  <dc:subject>Brands, Brand image, Technology-based applications, Websites, Mobile applications, Social media applications.</dc:subject>
  <dc:subject>ISSN</dc:subject>
  <dc:subject>Retrieval Number</dc:subject>
  <dc:title>The Effect of Technology-Based Applications  on Brand Image in the Telecommunications  Industry</dc:title>
  <dc:type>info:eu-repo/semantics/article</dc:type>
  <dc:type>publication-article</dc:type>
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