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

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.

1. Introduction

The banking industry holds significant importance within contemporary global economies as it plays a pivotal role in facilitating the transformation of the world into a closely interconnected investment community (Pedro et al., 2020; Ozili, 2020). The progression of marketing practices within the banking sector has had a significant impact on the approach and perspective of business management. This evolution has occurred in multiple stages, with banking marketing assuming a crucial position in the overall organizational structure of banking institutions. Nevertheless, the industry represents a significant technological improvement for various sectors in Jordan and the Middle East.

E-marketing is defined as the use of electronic channels to market services and products (AlSokkar et al., 2025). E-marketing strategies play an important role in all sectors, including the banking sector, contributing to the promotion of loyalty programs through tools such as personalized messages and banking applications, which enhance customer relationships and achieve customer satisfaction. In the banking sector, numerous enterprises are increasingly adopting technology to enhance their service offerings, thereby gaining a competitive edge in attracting a larger client base and retaining their position as market leaders (Alshaketheep et al., 2023). Moreover, the assessment of brand equity is a crucial indicator for organizations to monitor as it provides a comprehensive indication of the entire well-being of their brand (Gupta et al., 2020). The phenomenon under consideration is subject to the effect of multiple elements, including but not limited to the level of investment in marketing programs, the cognitive orientation of customers, the overall performance of the market, and the value perceived by shareholders (Priskila & Darma, 2020).

Branding has become very important and appears in many organizations’ assets. This is because the correct and distinctive promotion of an organization’s name and brand is the basis for achieving the desired position within an industry (Alghizzawi et al., 2025). Because of the recent trend of consumers using electronic means, organizations are adopting modern ways of promoting their products (AlFraihat et al., 2025), and e-marketing is being used in Jordanian commercial banks to build and enhance their brand. Here, marketing officials must have sufficient flexibility to face the intense competition between banks locally and internationally. Thus, they must strengthen their brand image, achieve the desired position among their peers, and retain their customers in all possible ways. In addition, they must use specific marketing strategies that focus on e-marketing to build a specific brand, to maintain the appropriate levels of marketing performance, and enhance their ability to deal with the e-marketing mix.

2. Literature Review

2.1. E-Marketing Mix

The marketing mix notion refers to a cohesive and interconnected collection of marketing activities that rely on one another to effectively carry out the intended marketing function. The marketing mix constitutes a fundamental component within the realm of marketing strategies (Alabboodi, 2019). The building of a marketing mix balance is, however, unique in every business or organization and differs regarding the market objective. Businesses must, therefore, create a marketing mix to help address the market objective that has been set (AlSokkar et al., 2025).

Hence, for marketing objectives to be met, elements of digital marketing need to be well coordinated. According to Alqudah (2023), the e-marketing mix has four primary components. E-product refers to the electronic products and services manufactured by a corporation and includes the characteristics and potential opportunities available for the customization of these products.

The e-product strategy involves the consideration of issues like product development, branding, and the differentiation of products among the products that are endorsed electronically (Mishbakhudin & Aisyah, 2021; Alghizzawi et al., 2024). E-price is a strategic approach within the price processes that organizations undertake pertaining to their e-business merchandise and services. Electronic commerce pricing involves pricing techniques like pricing schemes, sales, and promotions conducted within the electronic commerce arena (Mishbakhudin & Aisyah, 2021).

E-place is the term used for electronic distribution systems that organizations use to promote and sell their products or services (Ndegwa, 2021; Mukattash et al., 2024). E-commerce strategies consist of several elements such as online shops, webpage layouts, and social networks as distribution channels. E-promotion refers to organizational strategies applied in marketing communications in an effort to promote goods and services (Mustafa et al., 2018). E-promotion strategies refer to different digital marketing approaches, which include digital advertising, social media marketing, and email and content marketing (Hedid & Abdessamad, 2020).

2.2. Brand Equity

Brand equity involves a broad field of study that can be viewed from a number of approaches. In this sense, brand equity is a phenomenon popularly associated with the economics of a brand when it is sold (Papadopoulou et al., 2023). The impact of the investment on the marketing program, customer deliberation, market outcomes, and shareholder value can be seen from this perspective. The stages of the brand equity chain are influenced by three key factors: area of program, market situation, and investors’ perception, which has a multiplying factor on them all (Rajavi et al., 2019).

Brand equity can be defined as the building blocks that any company needs when practicing brand management and upon which it relies for decision making (Chowdhury et al., 2020). It is interesting to note that, as a mirror of the values of a target market that a company has set its sights on, ads can sway a company’s purchasing behavior. Strong brands are equipped with the capacity to attract not only a higher number of loyal customers but also those willing to pay a premium and provide the company with a higher customer lifetime value. Brand equity as a concept represents the additional value that customers feel is present in brands (Gupta et al., 2020).

Brand equity is truly a famous marketing concept that defines the inherent value held by a brand (Ansary & Nik Hashim, 2018) that is dependent on consumers. Various models have been proposed in the literature to assess and govern brand equity (Theurer et al., 2018). Although these models may differ in their specific approaches, they generally concur on certain fundamental features, including the following:

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Brand loyalty can be defined as the extent to which consumers exhibit a strong emotional connection and preference towards a particular brand, leading to their inclination to make repeat purchases and actively endorse it to others (Khamitov et al., 2019). The phenomenon of brand loyalty has the potential to yield several advantageous outcomes for businesses, including the reduction of marketing expenses, the expansion of market presence, and the establishment of obstacles for rival companies (Lu et al., 2020).

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Perceived quality pertains to the assessment made by consumers regarding the overall level of excellence or superiority exhibited by a brand and its offerings. The enhancement of a brand’s reputation and legitimacy, as well as the justification of premium prices, can be attributed to the perception of quality (Salerno-Kochan & Turek, 2021).

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Brand image is the customer’s impression of a company and conveys emotional value. It consists of the brand’s personality, tone of voice, visual language, company values, products, pricing, quality of service, etc., and the way people perceive all these elements (Išoraitė, 2018).

2.3. Conceptual Framework

To effectively address the issue at hand in this study, it was imperative to establish a suitable conceptual framework that accurately captured the contextual setting in which this research was being conducted (Bougie & Sekaran, 2019). Hence, the development of the conceptual framework depicted in Figure 1 was based on a comprehensive examination of the literature, encompassing both theoretical and empirical assumptions. The figure illustrates the hypothesized relationships between the components of the marketing mix (the independent variable) and brand equity (the dependent variable). It was expected that the components of the e-marketing mix would positively impact brand equity.

2.4. Hypothesis Development

In light of intensifying competition and the emergence of global marketplaces, it is imperative for local industries, such as those in each nation, to enhance their competitive edge to maintain their presence in the market. Consumer marketing is widely recognized as a very effective strategic instrument. In the realm of marketing, brands frequently serve as the initial point of difference among competing offerings, exerting a significant influence on the performance of organizations (Abad et al., 2015). To better connect marketing and finance with internal investments and provide much-needed financial information to external investors, businesses should treat brands as assets rather than as expenses (He & Calder, 2020). In their study, Mullatahiri and Ukaj (2019) observed a noteworthy positive relationship between e-marketing communication and brand loyalty. Additionally, they identified significant effects of e-marketing communication on both brand image and customer satisfaction, which, in turn, exerted significant influences on brand loyalty. The findings of Sriram et al. (2019) demonstrated a significant relationship between brand popularity and product qualities, as well as clever advertising strategies. The impact of brand equity on brand loyalty within the realm of e-marketing was observed.

The e-marketing mix, consisting of the e-product, pricing intelligence (price sensitivity), delivery risk (location), and promotional information, exerts an impact on customer purchasing decisions inside online markets. According to Bushok and Khairy (2022), e-marketing affects various dimensions of the components of a brand’s equity. It is necessary for organizations to pay attention to their e-marketing strategies because of their impact on the various dimensions of a brand’s equity and its position in the e-market. Hijab (2022) concluded that there was a positive moral effect of the independent variable, elements of the banking marketing mix, on the dependent variable, brand equity, and its elements. Banks must also pay attention to responding quickly and meeting customer demands as factors that affect the quality of banking services. In addition to using modern marketing methods, companies must analyze trends in dealing with customers, which requires taking customers’ viewpoints into consideration through continuous contact with them, informing them of any new services provided by the bank, and encouraging customers to contact the bank at any time by phone or the Internet. Ahmadi et al. (2021) confirmed that the marketing mix positively impacts brand profitability, with brand equity playing a significant role. The study also found that supplier image positively impacts brand quality and retailer loyalty, but not brand awareness and association. In addition, brand quality and retailer loyalty do not affect brand profitability.

Based on the above, this study’s hypotheses were as follows:

H01. 

There is a significant effect of the e-marketing mix on brand equity (BE).

H01.1. 

There is a significant effect of the e-marketing mix on brand image (BI).

H01.2. 

There is a significant effect of the e-marketing mix on perceived quality (PQ).

H01.3. 

There is a significant effect of the e-marketing mix on brand loyalty (BL).

3. Materials and Methods

3.1. Research Methodology

This study adopted a quantitative approach and employed a descriptive and analytical methodology to gather data, evaluate hypotheses, and tackle research inquiries concerning the present condition of this study’s issue. The descriptive analytical method was employed to assess the target population, encompassing attitudes, views, demographic data, circumstances, and processes. Arithmetic means and standard deviations were computed for the research variables. The multiple regression analysis was utilized to examine the primary hypothesis, whereas simple regression analysis was employed to investigate the sub-hypotheses.

3.2. The Study Population and Sample

The study population comprised all 13 commercial banks in Jordan listed on the Amman Stock Exchange, which is defined as the group to which the researcher intends to generalize this study’s findings, encompassing individuals with specific characteristics (Fraenkel et al., 2018). A random sample of administrative personnel at commercial banks was selected, including around 370 male and female staff, including administrators and department heads. A questionnaire tailored for the current research was employed as a methodological instrument for the investigation. The distribution occurred electronically using Google Forms. A total of 370 questions were distributed to the selected sample. Only 316 responses were retrieved. Due to incomplete responses and various data preparation techniques, just 293 were used, which was a sufficient number of responses for performing data analysis. The collected data was analyzed using the SPSS program (26). From an analysis of demographic data of the respondents in the above study sample, it was evident that most of the administrative workers in commercial banks were male and middle-aged (aged between 30 and 40 years) with a bachelor’s degree. In view of this, it can be seen that the respondents had adequate knowledge and the experience essential for completing the questionnaire and substantive study.

3.3. Ethical Considerations

This research adhered to all recognized ethical guidelines for research methodologies. Informed consent was obtained from all study participants. All survey participants voluntarily chose to participate and gave their formal consent before completing the survey. The introduction section of the survey detailed its purpose, guaranteed complete confidentiality and privacy, and included a clear statement about voluntary participation. Each participant had the right to withdraw from the study without penalty, and the research team did not collect any sensitive personal data.

3.4. Reliability Test

The Cronbach’s Alpha value was calculated to verify the adequacy and consistency of the questionnaire’s items. A number was deemed statistically acceptable if it exceeded 0.70, with proximity to one (or 100%) indicating greater reliability of the search tool (Bougie & Sekaran, 2019). Cronbach’s Alpha varied from 0.731 to 0.872, as seen in

Table 1. Cronbach’s Alpha coefficient.

	Number of Items	Cronbach’s Alpha
Brand image	5	0.785
Brand loyalty	5	0.729
Purchase intent	5	0.700
Brand equity	15	0.872
E-marketing	10	0.817
Total	25	0.877

. The research tool was dependable, and the data it produced was precise and credible for evaluating factors. Given that all independent and tested variable dimensions exceeded 70%, dependability was confirmed.

3.5. Data Analysis Methods

Various statistical techniques and measurements were employed to serve the data analysis processes and obtain the developed hypothesis outcomes. Firstly, the mean and standard deviation (SD) assessments were used to affirm the reliability and consistency of construct items and ensure a normal distribution of responses. Secondly, multilinear regression analysis was employed to estimate the first main hypothesis results. Finally, a simple linear regression analysis (ANOVA) technique was used to evaluate the sub-hypothesis outcomes.

3.5.1. Descriptive Statistical Analysis

To confirm the reliability, consistency, and data distribution regarding the model constructs of this study, mean and SD measurements were employed. The statistical outcomes of the mean and SD indicated that the model constructed items strongly supported the consistency features and that the data were normally distributed. Full outcomes can be observed in

Table 2. Descriptive analysis of e-marketing construct items.

	Paragraph	Mean	SD	Sort	Relative Importance
1	The Banking Sector uses social media platforms to promote its services (Examples: Facebook, Instagram, LinkedIn)	3.587	1.017	5	Medium
2	The Banking Sector uses digital media platforms to promote its services	3.657	0.882	4	Medium
3	The Banking Sector has an attractive website	3.729	1.102	1	High
4	The Banking Sector provides its service via website	3.543	1.029	8	Medium
5	Online Banking Sector stimulates continuous communication between the bank and customers	3.417	1.092	10	Medium
6	The Banking Sector considers timely placement of sales promotion activities	3.576	0.976	7	Medium
7	The banking sector considers media used by competitors when choosing media for advertising	3.718	0.872	2	High
8	The banking sector considers cost of frequency of advertisement when marketing banks services	3.509	1.236	9	Medium
9	The banking sector prefers to use e-marketing to enhance sales performance	3.585	0.97	6	Medium
10	Marketing mix tools help attract more customers	3.66	0.91	3	Medium
	Total	3.598	0.525		Medium

,

Table 3. Descriptive analysis of brand image construct items.

	Paragraph	Mean	SD	Sort	Relative Importance
1	You can distinguish the trademark from other trademarks	3.729	1.129	1	High
2	Form an image of the brand in your mind	3.554	1.255	5	Medium
3	You know the quality of a brand from its logo	3.618	1.112	2	Medium
4	Create an impression of each brand	3.679	1.118	3	Medium
5	Each brand has an image in your mind through its name	3.562	1.219	4	Medium
	Total	3.629	0.856		Medium

,

Table 4. Descriptive analysis of brand loyalty construct items.

	Paragraph	Mean	SD	Sort	Relative Importance
1	Show your loyalty to your favorite brand by keeping it despite the presence of many other brands.	3.465	1.199	3	Medium
2	Be prepared to pay a sum of money for the same brand every time	3.4702	1.211	1	Medium
3	Repeat purchases from the same brand every time you shop	3.328	1.211	4	Medium
4	When shopping, go for your favorite brand first before other brands	3.292	1.239	5	Medium
5	You pay any fees added to your favorite brand in exchange for obtaining it	3.493	1.232	2	Medium
	Total	3.408	0.844		Medium

and

Table 5. Descriptive analysis of purchase intent construct items.

	Paragraph	Mean	SD	Sort	Relative Importance
1	I will buy brands that are marketed on social media	3.417	1.164	5	Medium
2	I will definitely try to work with the brand to be marketed on social media.	3.676	1.16	2	Medium
3	I will recommend the brand on social media to my friends.	3.587	1.034	4	Medium
4	Using social media helps me make better decisions before purchasing goods and services	3.61	1.045	3	Medium
5	Using social media increases my interest in purchasing Products	3.83	0.925	1	High
	Total	3.624	0.812		Medium

.

Table 2 shows the mean and standard deviation for e-marketing. The mean values varied between 3.41 and 3.729. Paragraph 3, ‘The Banking Sector has an attractive website,’ had the highest mean value (3.729). It also had a standard deviation of 1.102, indicating high relative importance. In contrast, paragraph 5, “Online Banking Sector stimulates continuous communication between the bank and customers,” had the lowest mean value (3.41) and a standard deviation of 1.109, signifying medium relative importance. The total arithmetic average was 3.598, with a standard deviation of 0.525, and it held medium relative importance. Therefore, the outcomes of mean and SD provided statistical evidence that the participants clearly understood the e-marketing construct items, reflecting an improvement in item consistency and data distribution.

Table 3 shows the mean and standard deviation for brand image. The average values ranged from 3.729 to 3.562. Paragraph 1, “You can distinguish the trademark from other trademarks,” had the highest average calculation (3.729) and a standard deviation of 1.129, indicating high relative importance. In contrast, paragraph 2, “Form an image of the brand in your mind,” had the lowest average calculation (3.554) and a standard deviation of 1.255, signifying medium relative importance. The total arithmetic average was 3.629, with a standard deviation of 0.856, placing it in the category of medium relative importance. As a result, the outcomes of mean and SD provided statistical support that the participants clearly understood the brand image construct items, reflecting item consistency and data distribution.

Table 4 shows the mean and standard deviation for brand loyalty. The mean values ranged from 3.292 to 3.4702. Paragraph 2, “Be prepared to pay a sum of money for the same brand every time,” had the highest average calculation (3.47) and a standard deviation of 1.211, indicating medium relative importance. In contrast, paragraph 4, “When shopping, go for your favorite brand first before other brands,” had the lowest average arithmetic value (3.292) and a standard deviation of 1.232, signifying medium relative importance. The total arithmetic average was 3.408, with a standard deviation of 0.844, placing it in the category of medium relative importance. Consequently, the results of the mean and SD provided statistical evidence that the participants clearly understood the brand loyalty construct items, reflecting an improvement in item consistency and data distribution.

Table 5 shows the mean and standard deviation for purchase intent. The mean values varied (3.41–3.83). Paragraph 5, “Using social media increases my interest in purchasing Products,” had the highest mean value (3.83) and a standard deviation (0.925), which showed high relative importance. Paragraph 1, “I will buy brands that are marketed on social media,” had the lowest average arithmetic value (3.417) and a standard deviation (1.164), so it was of medium relative importance. The total arithmetic average (3.624) and standard deviation (0.812) showed medium relative importance. Therefore, the outcomes of mean and SD provided statistical support that the participants clearly understood the purchase intent construct items, reflecting an improvement in item consistency and data distribution.

3.5.2. The First Main Hypothesis Outcomes

To test the first main hypothesis, multilinear regression analysis was performed. The first main hypothesis of this study was as follows: “There is no significant effect of the e-marketing mix on brand equity (BE).”

The correlation coefficient (R = 0.565) showed that e-marketing has an impact on brand equity.

Table 6. Results of the main hypothesis.

Dependent Variable	Model Summery		ANOVA		Coefficients
	R	R2	F	Sig F *	Independent Variable	β	Standard Error	T	Sig T *
E-Marketing	0.565	0.32	55.608	0.000	Brand Equity	0.724	0.038	6.761	0.000

Notes: * p < 0.05.

shows that the effect of the independent variable (e-marketing) in enhancing brand equity was statistically significant as the calculated F value reached (55.608) and the significance level (sig = 0.001) was less than 0.05. The coefficient of determination (R² = 0.32) showed that the variance in e-marketing could account for 32% of the variance in brand equity. The outcomes also show that e-marketing is a strong predictor for brand equity as the β value = 0.0.724 ***, affirming that each unit of e-marketing had an ability to enhance brand equity (0.724). As a result, H01 gained statistical evidence and was accepted.

3.5.3. The Sub-Hypothesis Outcomes

To estimate the results of the sub-hypotheses of this study, a simple linear regression analysis (ANOVA) technique was employed based on various evaluations of the R² value, β value, and significance level value.

A positive connection was identified between the first dimension (brand image) and the second dimension (e-marketing), as evidenced by the R-value of 0.311, presented in Table 6. When all other parameters remained constant, the coefficient of determination indicated that R² = 0.096, suggesting that in the context of e-marketing, the e-marketing domain constituted 9.6% of the variance. The regression’s significance was affirmed by an F value of 38.121 and a β value = 0.507 ***, indicating that e-marketing has the ability to predict and foster brand image. Thus, H01.1 was accepted.

A positive connection existed between the two dimensions (brand loyalty and e-marketing), as seen by the second dimension’s R-value of 0.47 (correlation coefficient). Upon controlling for all other variables, the coefficient of determination yielded R² = 0.221, signifying that the e-marketing domain explained (22.1%) of the variance in brand loyalty. Moreover, there was an F value of 101.202 and a β value = 0. 0.755 ***, indicating that e-marketing has the ability to improve brand loyalty. Thus, H01.2 was accepted.

There was a positive link between the third dimension (purchase intent) and the second dimension (e-marketing), as indicated by the R-value of 0.502 (correlation coefficient). Assuming that all other variables remained constant, the coefficient of determination indicated that the e-marketing domain accounted for 25.2% of the variance in purchase intent. This corresponded to a coefficient of determination of 0.252. The F value was 120.41 and the β value = 0. 0.777 ***, indicating that e-marketing has the ability to enhance purchase intent. Thus, H01.3 was accepted. Refer to

Table 7. Results of sub-hypotheses.

D.V	Model Summery		ANOVA		Coefficients
	R	R2	F	Sig F *	β	Standard Error	T	Sig T *
Brand image	0.311	0.096	38.121	0.000	0.507	0.82	6.174	0.000
Brand loyalty	0.47	0.221	101.202	0.000	0.755	0.75	10.06	0.000
Purchase Intent	0.502	0.252	120.41	0.000	0.777	0.071	10.973	0.000

Notes: * p < 0.05.

for details

4. Discussion

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. The coefficient of determination (R² = 0.32) showed that the variance in e-marketing could account for 32% of the variance in brand equity. A positive association was found between the first dimension (brand image) and the second dimension (e-marketing), with the e-marketing domain accounting for 0.95% of the variation. There was a positive association between the two dimensions (brand loyalty and e-marketing), which indicated that the e-marketing domain accounted for 22.1% of the variance in brand loyalty. There was a positive link between the third dimension (purchase intent) and the second dimension (e-marketing). The coefficient of determination results showed that the e-marketing domain accounted for 25.2% of the variance in purchase intent. Brand equity greatly affects e-marketing for several important reasons, as brand equity helps define a company’s identity and highlights its values and mission. When consumers recognize a brand and know what it stands for, a company can build a strong relationship with them. In a competitive e-marketing environment, brand recognition plays a crucial role in attracting consumers’ attention and converting them into customers. A strong and distinct brand image helps a company stand out from competitors and enhance its position in the minds of consumers.

A number of studies agree with these results. Marketing and finance can be tied to internal investments and external investors provided with vital financial information by treating brands as assets rather than as expenses (He & Calder, 2020). E-marketing communication boosts brand loyalty, according to Mullatahiri and Ukaj (2019). Additionally, e-marketing communication affects brand image, consumer happiness, and brand loyalty. Sriram et al. (2019) identified a substantial correlation between brand popularity, product quality, and innovative advertising. Brand equity impacts e-marketing brand loyalty. The online marketing mix is steady but has dynamic features and functionalities tailored to the online marketplace. E-marketing affects a brand’s value and position in the e-market; hence, Bushok and Khairy (2022) advise companies to pay attention to it. Hijab (2022) found that banking marketing mix variables morally benefit brand equity and its elements. Fast responses and client satisfaction affect banking service quality. By connecting with consumers, alerting them of new services, and encouraging them to call or visit the bank, banks can use current marketing strategies to consider their ideas. Ahmadi et al. (2021) found that brand equity and the marketing mix increase profitability.

5. Conclusions

In conclusion, the influence of the e-marketing mix on brand equity, encompassing brand loyalty, perceived quality, and brand image, within the banking industry of Jordan is substantial and noteworthy. The implementation of e-marketing strategies and activities significantly influences and improves the fundamental aspects of brand equity.

Firstly, e-marketing activities provide the banks in Jordan with effective tools and channels for establishing and fostering brand equity. In this way, by specifically addressing lingual tactics, interesting promotional campaigns, and implementations of web services, the banks have the opportunity to build long-term relationships with clients. Hence, through the ongoing delivery of customer value and the meeting of customer expectations, bank brand loyalty and concomitant repeat business increase brand equity.

Further, the e-marketing mix contributes to the perception of the quality of the goods that the banks offer. Banks are able to use the Internet to best present their portfolio of services and products, highlight key competitive advantages, and provide relevant information to their consumers. The factors of approach and ease of access work hand in hand to help create a foundation for a believable brand and, therefore, the quality associated with the brand.

Consequently, it is clear that e-marketing activities have a significant effect on the brand image of certain banks in the banking industry of Jordan. Through online advertising, attaining a solid ground on the social media platform, and applying content marketing best practices, banks can facilitate efficiency in the creation and management of their brand image. Brand images may be built by banks when the messages communicated to the public are consistent and depict competence, making related interactions with clients for their effective participation. By so doing, a favorable image about a brand is created and brand equity is strengthened. This study also established that the e-marketing mix influences several dimensions of brand equity in the Jordanian banking industry, including brand loyalty, perceived quality, and brand image. By adopting a suitable blend of the right social media applications and strategies, increasing brand equity, and securing a competitive position in the market, long-term bank–customer relationships can exist.

Therefore, banks must share their services on these platforms in a very interesting fashion and add activities within posts. They also ought to focus on constant communication with customers. Proposals on advertisements should be economic, and cost effectiveness should be evaluated to ensure that the marketing costs are best controlled for the benefit of the firm. A positive brand image should be sustained through product and service quality, product and service communication, and a perfect image. A brand may ensure that customers are loyal by offering personal services, special privileges, and rebate offers. Through the deployment of the aforementioned strategies in their e-marketing approach, banks will be in a position to reach out to customers, create a point of uniqueness, and establish long-term relationships in the market.

5.1. Theoretical and Managerial Implications

The findings of this study show that the e-marketing mix has a significant impact on brand equity dimensions in the Jordanian banking context. These results contribute to the theoretical understanding of the links between strategies of e-marketing and brand equity. The results also support theoretical frameworks that demonstrate the role of digital channels in enhancing customer loyalty and add a new perspective on the effect of practical applications of e-marketing on the banking industry. The current study contributes to the theoretical development of brand equity in the digital context by examining the impact of the e-marketing mix on brand equity. The results demonstrate that digital marketing platforms, such as social media and mobile applications, are important touchpoints that can be leveraged. These findings expand on the existing understanding by shedding light on how these strategies directly impact brand equity, particularly in emerging markets like Jordan. This research offers several recommendations for banks in Jordan. This study emphasizes the importance of effectively using digital marketing channels to enhance and build brand equity. Promotional campaigns and e-service applications are important ways to strengthen customer relationships and build brand loyalty. Good content and the consistent, professional use of social media can also help build a strong brand image and differentiate it from competitors. The research results indicate the importance of offering personalized services, offers, and benefits to customers to continually improve customer engagement.

5.2. Limitations and Future Research

While our work makes a valuable contribution to the existing marketing literature and has practical implications, it is important to acknowledge its limitations. One primary constraint of this investigation pertains to the utilization of a single nation. The use of samples exclusively from a single country, namely, Jordan, may have yielded conclusions that are distinctive to its culture and pose challenges in terms of generalizability to other contexts. Therefore, to establish a broader applicability of the results obtained in this study, it is advisable to conduct additional empirical investigations that encompass data gathering across diverse industries and countries, with a particular focus on Arab nations. This would provide a more comprehensive understanding and a clearer depiction of the subject matter. One further constraint of this research is the specific demographic being studied. In this study, the researcher conducted a survey among administrative employees working in Jordanian commercial banks. Hence, the findings acquired cannot be extrapolated or applied to all sectors within the entirety of Jordan. Furthermore, this study employed a quantitative research methodology by utilizing a survey questionnaire to address the initial research inquiries and examine the created research hypotheses. Consequently, future investigations may further investigate these domains by employing a qualitative research methodology, particularly case studies, to offer a more comprehensive understanding of the interplay between this study’s factors within the banking sector.