The Effect of Technology-Based Applications on Brand Image in the Telecommunications Industry
- 1. Bachelor Degree in Computer Science from the University of Bahrain
- 2. Associate Professor of Management and Marketing, VP for Admin & Finance and Acting Dean of Student Affairs, at Ahlia University
Contributors
- 1. Publisher
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 & 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.
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B3427129219.pdf
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Additional details
Related works
- Is cited by
- Journal article: 2249-8958 (ISSN)
Subjects
- ISSN
- 2249-8958
- Retrieval Number
- B3427129219/2019©BEIESP