The Effect of Mobile Phone Applications on the Relationship between Customers and Brand

Authors

1 Professor in the Advertising Department College of Applied Arts Helwan University - MP

2 Assistant Professor, Department of Advertising College of Applied Arts Helwan University - MP

3 Teaching Assistant in the Advertising Department College of Applied Arts Helwan University - MP

Abstract

Journal of Applied Art and Science - International Periodical Scientific Peer Reviewed - Issued By Faculty of Applied Arts - Damietta Univ. - Egypt
106
Abstract
Branded Mobile Applications are a highly effective form of advertising, one that can
change attitudes and intentions, and even increase interest in a whole product category.
Advertising through Mobile Applications is one of the fastest growing categories in
advertising nowadays. Mobile Applications are very various, they often have the form of
practical tools helping the customers in their daily life, or they can take the shape of an
interactive game promoting a brand’s message. Advertisers want to further involve the
customers in new catchy ways, in order to create greater customer loyalty and a better brand
image.
These Applications need to provide additional value to consumers; otherwise they would fail.
Apps are conceptually defined as software downloadable to a mobile device which
prominently displays a brand identity, often via the name of the app and the appearance of a
brand logo or icon, throughout the user experience. Each Application executes specific tasks
for the mobile user. The worldwide app industry is well on its way to achieving 44 billion
cumulative downloads by 2016.
In order to be able to take advantage of these applications as an effective means of
communication, we have to study the various types of theses Apps So that we can choose the
most suitable type for achieving specific objectives. And identify the factors that must be met
for these applications in order to achieve the required effect.

Keywords

References

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Journal of Applied Art and Science - International Periodical Scientific Peer Reviewed - Issued By Faculty of Applied Arts - Damietta Univ. - Egypt
105
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24. https://www.youtube.com/watch?v=wVru
WqZftKw, (3/1/2015).

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