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

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...

Full description

Saved in:
Bibliographic Details
Main Authors: Sakher Faisal Ahmad AlFraihat, Ahmad Mahmoud Ali, Gassan Hodaifa, Mahmoud Alghizzawi
Format: Article
Language:English
Published: MDPI AG 2025-03-01
Series:Administrative Sciences
Subjects:
digital content marketing
behaviour engagement
brand attachment
brand defence
Online Access:https://www.mdpi.com/2076-3387/15/4/124
Tags: Add Tag
No Tags, Be the first to tag this record!

Internet

https://www.mdpi.com/2076-3387/15/4/124

Similar Items