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...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-06-01
|
| Series: | Administrative Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-3387/15/6/232 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849423863274799104 |
|---|---|
| author | Tayseer Mohammad Afaishat Mahmoud Alghizzawi Sakher Faisal AlFraihat |
| author_facet | Tayseer Mohammad Afaishat Mahmoud Alghizzawi Sakher Faisal AlFraihat |
| author_sort | Tayseer Mohammad Afaishat |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-18e620bbb08340998737da9bf06d0e51 |
| institution | Kabale University |
| issn | 2076-3387 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Administrative Sciences |
| spelling | doaj-art-18e620bbb08340998737da9bf06d0e512025-08-20T03:30:25ZengMDPI AGAdministrative Sciences2076-33872025-06-0115623210.3390/admsci15060232The Impact of the E-Marketing Mix on Brand Equity in the Jordanian Banking SectorTayseer Mohammad Afaishat0Mahmoud Alghizzawi1Sakher Faisal AlFraihat2Business Administration Department, Amman Arab University, Amman 11937, JordanMarketing Department, Applied Science Private University, Amman 11931, JordanMarketing Department, Mutah University, Alkarak 61621, JordanThis 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.https://www.mdpi.com/2076-3387/15/6/232e-marketingbrand equityJordanbanking sectore-producte-price |
| spellingShingle | Tayseer Mohammad Afaishat Mahmoud Alghizzawi Sakher Faisal AlFraihat The Impact of the E-Marketing Mix on Brand Equity in the Jordanian Banking Sector Administrative Sciences e-marketing brand equity Jordan banking sector e-product e-price |
| title | The Impact of the E-Marketing Mix on Brand Equity in the Jordanian Banking Sector |
| title_full | The Impact of the E-Marketing Mix on Brand Equity in the Jordanian Banking Sector |
| title_fullStr | The Impact of the E-Marketing Mix on Brand Equity in the Jordanian Banking Sector |
| title_full_unstemmed | The Impact of the E-Marketing Mix on Brand Equity in the Jordanian Banking Sector |
| title_short | The Impact of the E-Marketing Mix on Brand Equity in the Jordanian Banking Sector |
| title_sort | impact of the e marketing mix on brand equity in the jordanian banking sector |
| topic | e-marketing brand equity Jordan banking sector e-product e-price |
| url | https://www.mdpi.com/2076-3387/15/6/232 |
| work_keys_str_mv | AT tayseermohammadafaishat theimpactoftheemarketingmixonbrandequityinthejordanianbankingsector AT mahmoudalghizzawi theimpactoftheemarketingmixonbrandequityinthejordanianbankingsector AT sakherfaisalalfraihat theimpactoftheemarketingmixonbrandequityinthejordanianbankingsector AT tayseermohammadafaishat impactoftheemarketingmixonbrandequityinthejordanianbankingsector AT mahmoudalghizzawi impactoftheemarketingmixonbrandequityinthejordanianbankingsector AT sakherfaisalalfraihat impactoftheemarketingmixonbrandequityinthejordanianbankingsector |