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

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

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...

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Bibliographic Details
Main Authors: Tayseer Mohammad Afaishat, Mahmoud Alghizzawi, Sakher Faisal AlFraihat
Format: Article
Language:English
Published: MDPI AG 2025-06-01
Series:Administrative Sciences
Subjects:
e-marketing
brand equity
Jordan
banking sector
e-product
e-price
Online Access:https://www.mdpi.com/2076-3387/15/6/232
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