Abstract:

This paper reports on the approach, and the findings of an exploratory research, to investigate the impact of ‘Brand ID’ development on the customers’ ‘Loyalty’ through ‘E- Purchasing’ in the Jordanian Food and Beverages (F&B) Industry. The evaluation of ‘Brand ID’ development in the study was done through four main dimensions (Brand image, Brand elements, Brand strategy and Brand reputation). The analysis of the impact of the ‘Brand ID’ development on the customers’ ‘Loyalty’ through ‘E-Purchasing’ indicated a median level in Jordanian F&B industry, with all relevant dimensions incorporated in the analysis. Consequently, the main outcome of the study was a recommendations to the Jordanian F&B enterprises, to translate their vision into policies and procedures, in order to enhance their impact on their operation competitive capabilities, ensuring a clear and shared understanding of the importance of ‘Brand ID development and its impact on customers’ ‘Loyalty’ and customers’ retention.