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

Tayseer Mohammad Afaishat, Mahmoud Alghizzawi and Sakher Faisal AlFraihat ()
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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

Administrative Sciences, 2025, vol. 15, issue 6, 1-14

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.

Keywords: e-marketing; brand equity; Jordan; banking sector; e-product; e-price; e-place; e-promotion; information security; information privacy; website (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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