Digital Transformation and Customer-Based Brand Equity in MENA and Asian Telecom Markets
Authors
-
Ahmed Djitli
Researcher in Marketing (Corresponding Author), Department of Business, Ferhat Abbas Sétif 1 University, EMR Laboratory, Sétif, Algeria, Campus El Bez, Sétif, 19137, Algeria
https://orcid.org/0009-0002-0685-3883
DOI:
https://doi.org/10.17010/ijom/2026/v56/i10/175825Keywords:
digital transformation, customer-based brand equity, digital service quality, telecom industry, AI-driven personalization.Publishing Chronology: Paper Submission Date : November 5, 2025 ; Paper sent back for Revision : August 17, 2026 ; Paper Acceptance Date : September 15, 2026 ; Paper Published Online : October 15, 2026.
Abstract
Purpose : The study examined the relationship between digital transformation (DT) and customer-based brand equity (CBBE) in selected telecommunications markets in the Middle East and North Africa (MENA) region and Asia.
Design/Methodology/Approach : A cross-sectional survey was conducted among 520 telecommunications customers from six countries. Structural equation modeling was used to examine the relationships among DT, digital service quality (DSQ), CBBE, and AI-driven personalization.
Findings : DT was positively associated with DSQ and CBBE. DSQ significantly mediated the relationship between DT and CBBE. AI-driven personalization positively moderated the relationship between DT and DSQ. The Asian subsample showed stronger estimated structural relationships than the MENA subsample, although these comparisons were interpreted cautiously because the original permutation-based measurement-invariance output could not be independently verified.
Practical Implications : The findings suggested that telecom firms could strengthen brand-related outcomes by combining DT with improvements in service quality, personalization, reliability, and transparency.
Originality/Value : The study integrated DT, DSQ, AI-driven personalization, and CBBE within a comparative telecom framework covering selected MENA and Asian markets.
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