The Effect of Technology Based Applications on Brand Image in the Telecommunications Industry

Husain Abdulaal,Muneer Mohammed Saeed Al Mubarak

doi:10.35940/ijeat.b3427.129219

Abstract

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.

Highlights

Brand image is an important intangible asset for any organization and has become a high priority in top management strategic plans
The study focuses on identifying technology-based applications affecting the brand image in telecommunications industry, determining the most influencing technology-based application that affects the brand image, and identifying the areas of improvement for each technology-based application
We selected Bahrain to conduct our research because only few similar research studies were conducted to investigate the effect of technology-based applications on brand image in the telecommunications industry

Summary

Introduction

Brand image is an important intangible asset for any organization and has become a high priority in top management strategic plans. It is a fundamental concept for marketers to study how customers think of a brand. The brand image is defined as the consumer's perceptions and preferences of a brand in his memory as reflected by brand connections and associations. Brand Image is the summation of tangible and intangible perceptions, beliefs, and impression about the company's brand as perceived by customers. It includes an array of attributes that the consumers link with a brand name such as physical, emotional, and rational attributes (Balaji, 2011)

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