RT Journal Article
T1 The impact of digital content marketing on brand defence: The mediating role of behavioural engagement and brand attachment
A1 AlFraihat, Sakher Faisal Ahmad
A1 Ali, Ahmad Mahmoud
A1 Hodaifa, Gassan
A1 Alghizzawi, Mahmoud
K1 Digital content marketing
K1 Behaviour engagement
K1 Brand attachment
K1 Brand defence
AB Marketers are increasingly interested in digital content marketing (DCM) strategies that have the potential to enhance consumer behaviour. However, there is a dearth of academic research that delves into the impact of DCM on brand defence. This study aims to investigate the impact of DCM on brand defence through behavioural engagement and brand attachment (in a Jordanian fashion industry case study). The results demonstrate a notable benefit of the direct effect of DCM on behavioural engagement, brand attachment, and brand defence. DCM is the strongest determinant of brand defence, followed by behavioural engagement and brand attachment. Behavioural engagement exerts a substantial beneficial impact on brand attachment. The results of this research indicate that both behavioural engagement and brand attachment significantly influence brand defence. The mediation results indicate that brand attachment fails to mediate the positive impact of DCM on brand defence. Moreover, the study determines that behavioural engagement mediates the positive impact of DCM on brand defence. This study is of high importance for marketing strategies, emphasising the pivotal importance of DCM in developing effective marketing approaches.
PB MDPI
YR 2025
FD 2025-03-27
LK https://hdl.handle.net/10433/24739
UL https://hdl.handle.net/10433/24739
LA en
NO AlFraihat, S.F.A.; Ali, A.M.; Hodaifa, G.; Alghizzawi, M. The Impact of Digital Content Marketing on Brand Defence: The Mediating Role of Behavioural Engagement and Brand Attachment. Adm. Sci. 2025, 15, 124. https://doi.org/10.3390/admsci15040124
NO Departamento de Biología Molecular e Ingeniería Bioquímica
DS RIO
RD May 3, 2026