The impact of digital content marketing on brand defence: The mediating role of behavioural engagement and brand attachment

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 de...

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Detalles Bibliográficos
Autores: AlFraihat, Sakher Faisal Ahmad, Ali, Ahmad Mahmoud, Hodaifa, Gassan, Alghizzawi, Mahmoud
Tipo de recurso: artículo
Fecha de publicación:2025
País:España
Institución:Universidad Pablo de Olavide (UPO)
Repositorio:RIO. Repositorio Institucional Olavide
Idioma:inglés
OAI Identifier:oai:rio.upo.es:10433/24739
Acceso en línea:https://hdl.handle.net/10433/24739
Access Level:acceso abierto
Palabra clave:Digital content marketing
Behaviour engagement
Brand attachment
Brand defence
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spelling The impact of digital content marketing on brand defence: The mediating role of behavioural engagement and brand attachmentAlFraihat, Sakher Faisal AhmadAli, Ahmad MahmoudHodaifa, GassanAlghizzawi, MahmoudDigital content marketingBehaviour engagementBrand attachmentBrand defenceMarketers 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.MDPI20252025-09-2220252025-03-2720252025-03-27journal articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10433/24739reponame:RIO. Repositorio Institucional Olavideinstname:Universidad Pablo de Olavide (UPO)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:rio.upo.es:10433/247392026-06-13T12:46:27Z
dc.title.none.fl_str_mv The impact of digital content marketing on brand defence: The mediating role of behavioural engagement and brand attachment
title The impact of digital content marketing on brand defence: The mediating role of behavioural engagement and brand attachment
spellingShingle The impact of digital content marketing on brand defence: The mediating role of behavioural engagement and brand attachment
AlFraihat, Sakher Faisal Ahmad
Digital content marketing
Behaviour engagement
Brand attachment
Brand defence
title_short The impact of digital content marketing on brand defence: The mediating role of behavioural engagement and brand attachment
title_full The impact of digital content marketing on brand defence: The mediating role of behavioural engagement and brand attachment
title_fullStr The impact of digital content marketing on brand defence: The mediating role of behavioural engagement and brand attachment
title_full_unstemmed The impact of digital content marketing on brand defence: The mediating role of behavioural engagement and brand attachment
title_sort The impact of digital content marketing on brand defence: The mediating role of behavioural engagement and brand attachment
dc.creator.none.fl_str_mv AlFraihat, Sakher Faisal Ahmad
Ali, Ahmad Mahmoud
Hodaifa, Gassan
Alghizzawi, Mahmoud
author AlFraihat, Sakher Faisal Ahmad
author_facet AlFraihat, Sakher Faisal Ahmad
Ali, Ahmad Mahmoud
Hodaifa, Gassan
Alghizzawi, Mahmoud
author_role author
author2 Ali, Ahmad Mahmoud
Hodaifa, Gassan
Alghizzawi, Mahmoud
author2_role author
author
author
dc.contributor.none.fl_str_mv
dc.subject.none.fl_str_mv Digital content marketing
Behaviour engagement
Brand attachment
Brand defence
topic Digital content marketing
Behaviour engagement
Brand attachment
Brand defence
description 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.
publishDate 2025
dc.date.none.fl_str_mv 2025
2025-09-22
2025
2025-03-27
2025
2025-03-27
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10433/24739
url https://hdl.handle.net/10433/24739
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv MDPI
publisher.none.fl_str_mv MDPI
dc.source.none.fl_str_mv reponame:RIO. Repositorio Institucional Olavide
instname:Universidad Pablo de Olavide (UPO)
instname_str Universidad Pablo de Olavide (UPO)
reponame_str RIO. Repositorio Institucional Olavide
collection RIO. Repositorio Institucional Olavide
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,81155

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