Available online at www.sciencedirect.

com
Available online at www.sciencedirect.com

Available online at www.sciencedirect.com

Procedia Computer Science 00 (2022) 000–000
Procedia Computer Science 00 (2022) 000–000 www.elsevier.com/locate/procedia
ScienceDirect www.elsevier.com/locate/procedia

Procedia Computer Science 214 (2022) 1128–1135

9th International Conference on Information Technology and Quantitative Management

9th International Conference on Information Technology and Quantitative Management
The importance of mobile applications for companies' brand
The importance
image: of
A mobile applications
study using forequations
structural companies' brand
image: A study using structural equations c
Ari Melo Marianoab*, Marcel Carneiro Silvaa, Tarcilla Mariano Melloc, Maíra Rocha
ab* a
Ari Melo Mariano , Marcel Carneiro Santos
Silva ,e Tarcilla Mariano Mello , Maíra Rocha
Santose
a
Department of Production Engineering, University of Brasília, Brazil
a b
Department
Department of ComputerEngineering,
of Production Science, University of Brasilia,
University Brazil
of Brasília, Brazil
d
Postgraduate
b
DepartmentProgram in Communication,
of Computer University
Science, University of Brasília,
of Brasilia, BrazilBrazil
Center
e d
for Advanced
Postgraduate Multidisciplinary
Program Studies,
in Communication, University
University ofof Brasilia,
Brasília, Brazil
Brazil
e
Center for Advanced Multidisciplinary Studies, University of Brasilia, Brazil

Abstract
Abstract
Because of the advancement of new technologies and the popularity of mobile devices, this study was designed to identify
Because apps
whether of thehave
advancement of newinfluence
a representative technologies and the popularity
on companies' brand image. of mobile devices,
To fulfill this studydescriptive
this objective, was designed to identify
research based
whether
on apps have
the structural a representative
equation model wasinfluence on companies'
carried out brand
with the help of theimage. To fulfill
statistical this Adanco.
software objective,The
descriptive
study wasresearch based
conducted in
on the structural
Brasilia equation
and applied modelenvironment
in a virtual was carried out with
in the the help
Google of the
forms statistical
platform. Thesoftware
link wasAdanco. The study
made available andwas conducted to
disseminated in
Brasilia and
students applied
of one in a virtual
university and environment in the Google
through the WhatsApp andforms platform.
Facebook socialThe link was having
networks, made available and disseminated
350 mobile device users asto
students of one
participants. Theuniversity and was
questionnaire through the WhatsApp
validated andThe
with α=0.81. Facebook
results ofsocial networks,
this research having
suggest 350
that mobile device
applications users as
can influence
participants. The questionnaire
30.5% of a brand's was validated
image, thus raising with α=0.81.
the discussion The results
that mobile of this will
applications research
soonsuggest thator
have equal applications can
even greater influence
importance
30.5% of a brand's
than a website and image, thus raisingtools
social networks, the discussion that mobile
that were once applications
trends and are now will soon requirements
essential have equal or for
evenorganizations.
greater importance
Thus,
than
for a acompany
website and
to besocial networks,
successful, toolsnot
it must that were
only beonce
seen trends and are now
as a company with essential requirements
high performance and for organizations.
quality standards, Thus,
but it
for
musta company to be asuccessful,
also represent solid brandit must
with not onlyreputation
a good be seen as in
a company
the market with
andhigh performance
create and quality
and cultivate an imagestandards, but it
that connects
must also represent
emotionally a solid brand
with its consumer with a good reputation in the market and create and cultivate an image that connects
public.
emotionally
© 2022 The with its consumer
Authors. Publishedpublic.
by Elsevier B.V.
©
© 2022
2022 The
Selection The Authors.
Authors.
and/or Published
Published
peer-review by
by Elsevier
under Elsevier B.V.
B.V. of the organizers of ITQM 2022
responsibility
This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Selection and/or peer-review under responsibility of the organizers of ITQM 2022
Peer-review under responsibility of the scientific committee of the 9th International Conference on Information Technology
and Quantitative Management
Keywords: new technologies, mobile devices, applications, brand image, organizations, PLS-SEM,
Keywords: new technologies, mobile devices, applications, brand image, organizations, PLS-SEM,

1. Introduction
1. Introduction
Globalization, changes in world standards linked to consumer behavior, and the rapid advancement of
Globalization,
technology changes in
are contributing to world standardsdynamic
an increasingly linked to
andconsumer behavior,
competitive market. and thethis
Given rapid advancement
scenario, of
companies
technology are contributing to an increasingly dynamic and competitive market. Given this scenario, companies

1877-0509 © 2022 The Authors. Published by Elsevier B.V.

This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under responsibility of the scientific committee of the 9th International Conference on Information Technology and
Quantitative Management
10.1016/j.procs.2022.11.287
 Ari Melo Mariano et al. / Procedia Computer Science 214 (2022) 1128–1135 1129
Mariano-Melo Ariet/ Procedia Computer Science 00 (2022) 000–000

must have a high degree of adaptability to act quickly to market changes and develop a constant capacity for
innovation to build valuable and competitive brands.
In this new global reality, an organization's brand becomes a key differentiation factor for organizations to
remain competitive and well positioned in the market.
Several authors [1] - [4] identify factors that influence the brand, but technological advances have increased
this number of variables. This advance has been understood recently on the mobile internet through devices such
as smartphones and tablets [5].
These new platforms have developed solutions that help companies in their daily activities and directly or
indirectly influence brand management by offering a new product/service format, adding value to it. One of these
solutions is the mobile application.
The mobile application can be a powerful tool for companies to strengthen loyalty, engagement, and value
building to their brands through mobile marketing strategies. Mobile devices and the internet connect people
more and can also better connect companies to their customers.
Given the above, the following research problem arises: to what degree does the development of a mobile
application influence a company's brand image?
The present study has as social justification the understanding of the changes in consumer behavior,
considering their new habits about the more frequent use of mobile devices such as smartphones, and tablets and
their perceptions against the new types of interaction of companies with these devices through mobile
applications.
Thus, this research aims to identify whether apps have a representative influence on the brand image of
companies. To achieve this goal, a structural equation analysis will be performed. With this in sight, a
questionnaire was applied to a Brazilian institution of monetary control, considered a sizeable vertical generator,
through the Online Research software. Next, we present the research methodology (II), the theoretical framework
(III), the results and discussions (IV), and finally, the conclusion (V).

2. Theoretical review and hypotheses development

2.1 Brand equity

[6] points out that brand equity, or brand value, can generate value for companies and their customers. For
companies, by increasing the effectiveness of marketing programs, generating brand loyalty and competitive
advantage. For the customers, it helps in the process of interpretation, confidence in the purchase decision, and
increased satisfaction in the use of the products and/or services of the brand.
For [7], the fundamental issue in the brand value analysis is the ''share of the consumers'' minds that the brand
acquires. That is, its value is related to the size of its share or participation in the minds of potential consumers
and the difference between the brand assets and its financial value.
[8] analyzes that the definition of brand value must consider three main concepts: the differential effect, which
is determined by the marketing response of a brand compared to the marketing response of another brand; the
consumer's response to marketing: which is defined in terms of perceptions, preferences, and consumer behavior;
and brand awareness: which has a concept focused on brand awareness and brand image.
Thus, it can be seen that these authors [6], [9], [7], and [8], despite their different perspectives on branding,
share the same thought regarding the importance of having a brand valued by consumers since they are the main
responsible for the increase in sales, and they are the ones who make a company and its brand become and remain
competitive in the market.

2.2 Brand Image

 Mariano-Melo Ari/ Procedia Computer Science 00 (2022) 000–000
1130 Ari Melo Mariano et al. / Procedia Computer Science 214 (2022) 1128–1135

[8] establishes that brand image has its concept linked to the perceptions about the brand that are established
as associations present in the consumer's memory. [10] complements it by emphasizing that the brand image is
determined by its unique brand characteristics that differentiate it from others. It is the result of Marketing
activities aimed at the brand perception that the consumer forms and maintains in his mind.
[11] validated as a way of measuring brand image the following variables: functional image, affective image,
and reputation. The author based the concepts of these variables on the studies of [12]-[16] and defined that the
functional image is constituted by the general perceptions about the brand and encompasses all functional aspects
related to the functionalities and benefits tied to the brand, such as quality and durability. The difference between
functional and affective images is that a brand image not only creates a rational interpretation of reality but also
creates an interpretation based on feelings and emotions. The compelling image considers aspects related to the
brand personality that can carry a favorable attitude from the consumers. The reputation variable is associated
with the degree of trust and the ability that a company has to meet the expectations of its consumers and maintain
a positive image in the long term.
Authors such as [17] and [18] establish several factors and elements that affect the image, among which we
highlight: technical aspects and product performance; employees and suppliers; customer service, social and
business conduct of the company, advertising, distribution channels, price, social responsibility, among others.
With the market's changes, these factors influencing the image have been modified and expanded. [19] reports
that cyberspace, in conjunction with the information revolution, is significantly changing the marketing landscape
and all the stakeholders involved in the value delivery process. New technologies are making companies rethink
their positioning and ways of doing business. Moreover, the company can strengthen or weaken its brand image
with each new action. Thus, it is necessary to understand these actions and the technology factor, exploring their
new products and the technological trends and realities. One of these new actions is evidenced by mobile
applications.

2.3 Mobile apps

[20] identifies that mobile applications, or mobile apps, are programs available in operating platforms such as
Android and IOS, present in mobile devices, to facilitate the execution of tasks and other features such as online
sales, weather forecasts, and games, among others.
[21] comment that mobile devices today have undergone a significant evolution in hardware and software,
making it possible not only to make calls and send messages but also to develop applications with a series of
service options, functionalities, and resources for the user.
With this, we observe that the increase in the use of mobile devices such as tablets and smartphones, together
with the increase in mobile applications, is an opportunity for companies to differentiate themselves from their
competitors, positively impact their image and add value to their brands.
An application can positively influence a brand, for example, when it establishes an effective communication
channel with its clients to solve possible problems, provide helpful content, and perform personalized services.
Furthermore, it can cause a negative impact when it does not work well, sends inappropriate notifications, or
does not have a design aligned with the brands. [22], [23]

2.4 Hypotheses

In an attempt to integrate a model related to the contributions in the literature, an integrated model was created
[11], [24] on the influence of apps on brand image. Furthermore, an interaction was performed between the
 Ari Melo Mariano et al. / Procedia Computer Science 214 (2022) 1128–1135 1131
Mariano-Melo Ariet/ Procedia Computer Science 00 (2022) 000–000

indicators that explain the influence of mobile applications on the brand image of companies, having as formative
variables of the brand image: the affective image, functional image, and reputation.
Thus, the hypotheses of this study are 4, one that directly answers the problem (H1), and the others explain
the antecedents of the image.
- H1 - Mobile applications strongly influence companies' brand image.
- H2 - Affective image is directly related to brand image.
- H3 - Functional image is directly related to brand image.
- H4- Brand reputation is directly related to brand image.

3. Research method

This study had as methodology the applied research, with a quantitative approach to the problem and of
descriptive character. It was done utilizing a questionnaire, and the data were analyzed according to the structural
equation model using the Adanco program with multivariate data analysis.
The research data were collected in Brasilia, Federal District. The research instrument was a questionnaire
based on the authors [24] and [11]. The questions were based on and divided into eleven linked to the use and
perception of mobile applications, five referring to an available image, three referring to an affective image, and
three questions referring to reputation. The questionnaire, with a total of 21 questions, had a 5-point Likert scale
as the measurement criteria, where one is equivalent to disagree, 2 to partially disagree, 3 to neutral, 4 to partially
agree, and 5 to agree. The questionnaire was validated with α=0.81.
Three hundred fifty responses were collected, and only three were disregarded since these respondents did not
have mobile devices n=347.

4. Results and discussion

To achieve the objectives of this research, a new model was used that was formed from previously validated
studies by the authors [24] and [11].
The proposed model was created to measure the impact of the application on the company's image, but the
image is formed of other variables and not indicators, so it is considered a second-order model. For example, the
latent variable brand image does not have indicators. Thus, it was necessary to adapt the variables available image,
affective image, and reputation into indicators of the image variable in a process called standardization [25] to
generate a new first-order model, where the measurement of the image occurs with the individual evaluation of
each latent variable that integrates it, transforming them into indicators.
Once the standardization process was performed, a new model was formed, and the data and results of the
research were analyzed (Figure 1).
 Mariano-Melo Ari/ Procedia Computer Science 00 (2022) 000–000
1132 Ari Melo Mariano et al. / Procedia Computer Science 214 (2022) 1128–1135

Figure 1 - Initial adapted Structural Equation Model

Source: Image extracted from ADANCO software.

Once the final structural model is described, statistical verification and analysis are necessary to identify the
solidity of this model. Thus, two reliability tests are performed. Initially, an analysis is performed regarding the
individual reliability of each item, with the primary purpose of identifying to what degree the indicators are
correlated with their respective latent variables. [26].
Thus, it can be observed in figure 1 above that items app01, app03, app08, app09, app10, and app11 are not
representative to explain their respective variable and therefore are not present in the final model, be seen in
Figure 2 below.

Figure 2 - Final Structural Equation Model after item debugging

Source: image extracted from Adanco Software

While item reliability identifies the individual quality of each item, construct reliability analyzes the
robustness of the items linked to each variable. That is, it analyzes if the indicators of a given latent variable are
representative enough to explain the proposed concept. Jöreskog's rho criterion presents itself as an alternative
to the reliability of a construct. [27] emphasizes that the composite reliability indices must be considered valid
and have values above 0.7. The present study had an average Cronbach's alpha of 0.7769, 0.8594 for the criterion,
and 0.8594 for Jöreskog's rho criterion.
After verifying that the model is reliable, it is necessary to validate this model and its instrument. An Internal
Validity analysis was performed, which according to [28], identifies if the latent variables are adequate to answer
what was proposed in the research. Variance inflation, the VIF, represents the value of internal validity and
should be less than 10.
The next test concerning the model's validity is called the average variance extracted, or Convergent Validity
(AVE). [29] explain that the AVE measures the degree of differentiation of an indicator of a variable from the
other indicators of other variables and that to be considered positive, the indicators must differ by at least 50%,
i.e., must have values greater than or equal to 0.5. In Table 1 below, it can be seen that both the values of the
Variance Inflation (VIF) and Convergent Variance (AVE) follow the requirements previously exposed:

Table 1 - Composite Reliability, Convergent Validity, and Internal Validity

Cronbach's Jöreskog's
Constructo AVE VIF
alpha(α) rho (ρc)
Apps 0.8099 0.8675 0.567 1.6522
Image 0.7438 0.8513 0.6563 1.6773
Mean 0.7769 0.8594
Source: Own Author. Extracted from Adanco software
 Mariano-Melo Ariet/ Procedia Computer Science 00 (2022) 000–000
Ari Melo Mariano et al. / Procedia Computer Science 214 (2022) 1128–1135 1133

It can be observed that the model meets all the criteria established in the literature, having composite reliability
indices more significant than 0.7, an average Convergent Variance greater than 0.5, and Variance Inflation less
than 10.
The explained variance (R2), according to [30], identifies how a given dependent variable is predicted by its
independent variable. An R2 greater than or equal to 0.1 is considered a minimum accepted prediction. This
coefficient is found in the model within the orange monograms, and, as shown in figure 3 below, highlighted
with a blue circle, the R2 is equal to 0.305, or 30.5%. Thus, it can be seen that a brand's image is predicted by
30.5% by a mobile app. This value of 30.5% represents a prediction considered excellent, according to [29]. It
demonstrates its relevance to the market today, raising a discussion about the importance of companies today
developing their apps or improving their existing apps, considering that these apps for mobile devices have a
significant degree of influence on their brand image.
Complementing the R2 coefficient, the Beta index, or so-called path or path coefficient (β), presents the
influence of each separate variable. [31] This index must have a value greater than 0.2 to be considered valid. It
can be seen in Figure 3, highlighted with a red circle by the arrow connecting the application variable to the
image, that the path coefficient is equal to 0.552 degrees, meeting the minimum requirement to be considered
acceptable, thus validating hypothesis 1.
Thus, authors [11] are correct in stating that the available image, affective image, and reputation variables are
usual ways of measuring a brand's image, and authors [24] are also correct in saying that a new product, such as
an application, has a representative influence on a brand's image.

Figure 3 - Predictions and relations of the final model

Own authorship. Extracted from Adanco software

Hypotheses H2, H3, and H4 were transformed into indicators, no longer being hypotheses but confirmed
through the strong correlations (Figure 3) and are therefore also considered positive as stated [31].
The importance of these results for management is emphasized, considering that it is fundamental for companies
to understand the factors that can positively or negatively impact their image. It is emphasized that for a company
to be successful, it must not only be seen as a company with high performance and quality standards, but it must
also represent a solid brand with a good reputation in the market and create and cultivate an image that connects
emotionally with its consumer public.

5. Conclusion, implications, and further studies

This study had as its general objective to measure the impact of a mobile application on a company's brand
image from the perception of mobile device users; one can see that on this occasion, this influence was 30.5%.
Thus, it is noteworthy that the development of a mobile application will become a basic premise for all
organizations, as happened with Facebook a few years ago. Currently, it is challenging to find a company that
does not also exist in the virtual environment, that is, that does not have a site or a profile on social networks.
1134 Ari Melo Mariano et al. / Procedia Computer Science 214 (2022) 1128–1135
Mariano-Melo Ari/ Procedia Computer Science 00 (2022) 000–000

However, it is believed that soon this same reality will include mobile applications, which will be planned even
before a company goes from its business plan to the market. Another trend refers to the birth of new companies
in the virtual environment through an app before the physical environment, such as the so-called Online Born
companies Uber, Spotify, and Waze.
The problem of this research was also answered through hypothesis 1, which states that mobile apps strongly
influence companies' brand image. The degree of this relationship is 0.552, and its influence is 30.5%.
The importance of this study for the business environment is emphasized, considering that the popularity and
frequency of use of mobile devices tend to grow more and more, and companies must understand this new reality
and adapt to the mobile environment.
The main limitation of this study was the general view of the applications and the non-segmentation of a
specific target audience. The research participants answered the questions considering applications from a general
perspective, i.e., an answer may be linked to an application utterly different from another. Age can also be
considered a limitation in that the perception and usage patterns of a person up to 20 years old differ from those
of a user over 50. Another limitation is the lack of research on this specific theme, with only studies referring to
brands or applications but few references connecting both themes.
As a future agenda is suggested that the extension of this research, verifying if the influence of the mobile
application in the same way for different generations of age, as well as researches with an application of a brand
or a specific segment.

References

[1] PRAHALAD, C. K.; RAMASWAMY, V. Co-creation Experiences: The Next Practice in Value
Creation. Journal of Interactive Marketing, v. 18, n. 3, 2004.
[2] CÔRTE-REAL, A. Valor da Marca. Revista Prisma – Revistas das ciências da informação e da
comunicação. Faculdade de Economia da Universidade do Porto. ed. 4, p. 3-9, 2006.
[3] KELLER, Kevin Lane. Strategic Brand Management: building, measuring, and managing brad equity.
4 ed. Global Edition: Pearson, 2013.
[4] ROGOLL, Carolina. Star Brands. 2015.
[5] ALCANTARA, Carlos Augusto Almeida; VIEIRA, Anderson Luiz Nogueira. Tecnologia Móvel: uma
tendência, uma realidade. 2011.
[6] AAKER, D. A. Brand equity: gerenciando o valor da marca. São Paulo: Negócios, 1998.
[7] KAPFERER, Jean-Noel. Strategic brand management: creating and sustaining brand equity long term,
2. Auflage, London, 1997.
[8] KELLER, Kevin Lane. Conceptualizing, measuring, and managing customer-based brand equity. the
Journal of Marketing, p. 1-22, 1993.
[9] FOMBRUN, Charles. Reputation. John Wiley & Sons, Ltd, 1996.
[10] TAVARES, Fred. Gestão da marca: estratégia e marketing. Editora E-papers, 2003.
[11] MARTÍNEZ, Eva; GUTIÉRREZ, Teresa Montaner; PÉREZ, José Miguel Pina. Propuesta de medición
de la imagen de marca: un análisis aplicado a las extensiones de marca. RAE: Revista Asturiana de
Economía, n. 33, p. 89-112, 2005.
[12] MAZURSKY, David; JACOBY, Jacob. Exploring the development of store images. Journal of retailing,
v. 62, n. 2, p. 145-165, 1986.
[13] DE CHERNATONY, Leslie; MCWILLIAM, Gil. Appreciating brands as assets through using a two-
dimensional model. International Journal of Advertising, v. 9, n. 2, p. 111-119, 1990.
[14] DOBNI, Dawn; ZINKHAN, George M. In search of brand image: A foundation analysis. In: In
Advances in Consumer Research. 1990.
 Ari Melo Mariano et al. / Procedia Computer Science 214 (2022) 1128–1135 1135
Mariano-Melo Ariet/ Procedia Computer Science 00 (2022) 000–000

[15] NGUYEN, Nha; LEBLANC, Gaston. Corporate image and corporate reputation in customers' retention
decisions in services. Journal of retailing and Consumer Services, v. 8, n. 4, p. 227-236, 2001.
[16] GALLEGO, Justo Javier Villafañe. La buena reputación: Claves del valor intangible de las empresas.
Ediciones Pirámide, 2003.
[17] BARICH, Howard; KOTLER, Philip. A framework for marketing image management. Sloan
management review, v. 32, n. 2, p. 94-104, 1991.
[18] WORCESTER, Robert M.; DOWNHAM, John. Consumer market research handbook. North-Holland;
Sole distributors for the USA and Canada, Elsevier Science Pub. Co., 1986.
[19] KOTLER, Philip. Marketing Essencial: conceitos, estratégias e casos. Tradução de Sabrina Cairo;
revisão técnica e casos Dilson Gabriel dos Santos e Francisco J.S Mendizabal Alvarez - São Paulo:
Editora Prentice Hall, 2005.
[20] ADOLPHO, Conrado. Os 8Ps do marketing digital: o guia estratégico de Marketing digital. São Paulo:
Novatec, 2011.
[21] DA SILVA, Marcelo Moro; SANTOS, Marilde Terezinha Prado. Os Paradigmas de Desenvolvimento
de Aplicativos para Aparelhos Celulares. Revista TIS,v. 3, n. 2, 2014.
[22] KIM, Eunice; LIN, Jhih-Syuan; SUNG, Yongjun. To app or not to app: Engaging consumers via branded
mobile apps. Journal of Interactive Advertising, v. 13, n. 1, p. 53-65, 2013.
[23] SCHARL, Arno; DICKINGER, Astrid; MURPHY, Jamie. Diffusion and success factors of mobile
marketing. Electronic commerce research and applications, v. 4, n. 2, p. 159-173, 2005.
[24] BAKER, William E.; SINKULA, James M. Market orientation and the new product paradox. Journal
of Product Innovation Management, v. 22, n. 6, p. 483-502, 2005.
[25] CEPEDA, G.; ROLDÁN, J. L. Aplicando en la práctica la técnica PLS en La Administración de
Empresas. In: Conocimiento y Competitividad. XIV Congreso Nacional ACEDE, 2004, Murcia,
Espanha
[26] CHIN, W. W. Comentário: Questões e opinião sobre modelagem de equações estruturais. MIS Quaterly.
1998
[27] NUNNALLY, J. Psychometric Theory, 2. ed., New York: McGraw-Hill, 1978.
[28] MYERS, R.M. Classical and Modern Regression with Applications, 2. ed., Boston: Duxbury Press,
1990.
[29] FALK, R. F.; MILLER, N. B. A primer for soft modeling. University of Akron Press, 1992.
[30] RAMIREZ, E.; MARIANO, O.; SALAZAR, A. Propuesta Metodológica para aplicar modelos de
ecuaciones estructurales con PLS: El caso del uso de las bases de datos científicas en estudiantes
universitários. Congresso Internacional de administração, 2014.
[31] MARIANO, Ari Melo et al. A influência do coletivismo na decisão de escolha por restaurantes da classe
A: um estudo através das equações estruturais. Revista Brasileira de Planejamento e Desenvolvimento,
v. 3, n. 2, p. 125-146, 2014.