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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    <subfield code="a">Brands, Brand image, Technology-based applications, Websites, Mobile applications, Social media applications.</subfield>
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    <subfield code="u">Associate Professor of  Management and Marketing, VP for Admin &amp; Finance and Acting Dean of  Student Affairs, at Ahlia University</subfield>
    <subfield code="a">Muneer Mohammed Saeed Al Mubarak</subfield>
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    <subfield code="u">Bachelor Degree in Computer Science from the  University of Bahrain</subfield>
    <subfield code="a">Husain Abdulaal</subfield>
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    <subfield code="a">The Effect of Technology-Based Applications  on Brand Image in the Telecommunications  Industry</subfield>
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    <subfield code="a">&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;</subfield>
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