The Impact of Digital Content Marketing on Brand Defence: The Mediating Role of Behavioural Engagement and Brand Attachment

Sakher Faisal Ahmad AlFraihat, Ahmad Mahmoud Ali, Gassan Hodaifa () and Mahmoud Alghizzawi
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Sakher Faisal Ahmad AlFraihat: Department of Business Administration and Marketing, University of Seville, 41004 Seville, Spain
Ahmad Mahmoud Ali: Department of Business Administration and Marketing, University of Seville, 41004 Seville, Spain
Gassan Hodaifa: Department of Molecular Biology and Biochemical Engineering, Chemical Engineering Area, Faculty of Experimental Sciences, Universidad Pablo de Olavide, 41013 Seville, Spain
Mahmoud Alghizzawi: Faculty of Business Administration, Private University of Applied Sciences, Amman 11931, Jordan

Administrative Sciences, 2025, vol. 15, issue 4, 1-19

Abstract: 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.

Keywords: digital content marketing; behaviour engagement; brand attachment; brand defence (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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