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The Impact of the E-Marketing Mix on Brand Equity in the Jordanian Banking Sector

Author

Listed:
  • Tayseer Mohammad Afaishat

    (Business Administration Department, Amman Arab University, Amman 11937, Jordan)

  • Mahmoud Alghizzawi

    (Marketing Department, Applied Science Private University, Amman 11931, Jordan)

  • Sakher Faisal AlFraihat

    (Marketing Department, Mutah University, Alkarak 61621, Jordan)

Abstract

This study aimed to identify the impact of the e-marketing mix on brand equity in the Jordanian banking sector. This study used a descriptive analysis approach. The study population consisted of all (13) commercial banks in Jordan listed on the Amman Stock Exchange. A random sample of administrative personnel at commercial banks was selected, including administrators and department heads. It was distributed electronically via Google Forms, and 293 questionnaires (79.1%) from the total study sample were retrieved. The SPSS program version 26 was used to examine the collected data. The results showed that there is a statistically significant effect at the level (α ≥ 0.05) of e-marketing on brand equity in the Jordanian banking sector. It was found that there is a positive correlation between e-marketing and the three dimensions of brand equity (brand loyalty, perceived quality, and brand image). Moreover, a positive brand image should be maintained through the consistent delivery of promises, excellent customer service, and a strong online reputation. Cultivating brand loyalty among customers can be achieved through personalized services, exclusive rewards, and tailored promotions. By integrating these strategies into their e-marketing efforts, banks can effectively engage with customers, differentiate themselves from competitors, and build long-term relationships.

Suggested Citation

  • Tayseer Mohammad Afaishat & Mahmoud Alghizzawi & Sakher Faisal AlFraihat, 2025. "The Impact of the E-Marketing Mix on Brand Equity in the Jordanian Banking Sector," Administrative Sciences, MDPI, vol. 15(6), pages 1-14, June.
    • Handle: RePEc:gam:jadmsc:v:15:y:2025:i:6:p:232-:d:1679930
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    References listed on IDEAS

    as
    1. Mansur Khamitov & Xin (Shane) Wang & Matthew Thomson & Vicki G MorwitzEditor & J Jeffrey InmanEditor & JoAndrea Hoegg, 2019. "How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(3), pages 435-459.
    2. Sakher Faisal Ahmad AlFraihat & Ahmad Mahmoud Ali & Gassan Hodaifa & Mahmoud Alghizzawi, 2025. "The Impact of Digital Content Marketing on Brand Defence: The Mediating Role of Behavioural Engagement and Brand Attachment," Administrative Sciences, MDPI, vol. 15(4), pages 1-19, March.
    3. Koushyar Rajavi & Tarun Kushwaha & Jan-Benedict E M Steenkamp, 2019. "In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 651-670.
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