THE ROLE OF FIRM'S MOBILE APPLICATIONS IN DEVELOPING BRAND'S EQUITY

With the appearance and wide spread of smart phones, individuals have become attached to their mobile phones in order to run their lives, it included texting, calling, calendar, GPS, and appointments. Organizations have exploited the use of smartphones in developing mobile applications in which a user can get the service of the organization and at the same time be exposed to all its marketing and promoting campaigns. Current study aimed at examining the influence of mobile applications on brand equity determinants (Brand Awareness, Perceived Quality, Brand Association and Brand Loyalty) from the perspective of mobile application users in Jordan. Results of study indicated that, mobile applications have a positive influence on brand equity and it managed to be a strong branding platform for marketers in general. In addition to that, results indicated that among the variables of brand equity, brand awareness was the most influenced by smartphones applications. Study recommended to carry out a research that examines the influence of mobile applications on health care performance and how can health care services be eased out for patients who don't have the ability to move from place to another like seniors and handicapped.