THE IMPACT OF BRAND DIMENSIONS ON BUILDING A MENTAL IMAGE FOR MOBILE PHONE USERS - AN APPLIED STUDY ON THE RESIDENTS OF RIYADH

Abstract

The study aimed to identify the impact of brand dimensions on building a mental image of mobile phone users. The study community consisted of residents of the city of Riyadh. Riyadh was selected as a spatial framework due to its being a major city that includes a wide and diverse base of users representing different segments of society, which provides diversity in backgrounds and demographic characteristics. In the city of Riyadh, the study sample was derived from the community of smart mobile phone users. Due to the large size of the community and the inability to include all its members, a deliberate non-probability sample was relied upon. The study used a descriptive analytical approach to address its subject and achieve its objectives. The questionnaire was adopted as a tool for collecting data. The questionnaire included the independent variable dimensions represented by the brand dimensions (brand name, brand loyalty, perceived brand quality, and brand awareness) and the dependent variable dimensions represented by the mental image. The study was based on the statistical program SPSS and the program AMOS.

The study achieved a few results, the most important of which is the presence of a statistically significant effect (of the brand name dimension, the brand loyalty dimension, the perceived brand quality dimension, and the brand awareness dimension) on the mental image of smartphone users in Riyadh. The study proposed a set of recommendations, the most important of which are: Companies operating in the mobile phone sector should invest in enhancing awareness of their brands, through integrated and repeated marketing campaigns, with the need for companies to pay strategic attention to brand naming, whether in terms of ease, symbolic significance, or uniqueness.