Examining the Mediating Role of Brand Image in the Relationship Between Content Marketing and Brand Loyalty in Egyptian Banking Sector

Document Type : Original Article

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Faculty of Commerce, Cairo University, Egypt.

10.21608/ajccr.2025.325738.1134

Abstract

This research aims to explore the relationships between content marketing and brand loyalty, with a focus on the mediating role of brand image for cybersecurity companies in the Egyptian banking sector. The study employs a quantitative approach, targeting a population from Egypt's banking sector, which comprises 37 banks, as per the Central Bank of Egypt. Non-probability quota sampling was employed to collect the data. A total of 314 responses were collected using self-administered questionnaires and analyzed using the partial least squares (PLS) method based on structural equation modeling. The findings reveal that content marketing has a significant impact on both brand image and brand loyalty, with brand image playing a crucial mediating role in this relationship. The study contributes to the literature on content marketing and brand loyalty, offering practical guidance for cybersecurity vendors in the Egyptian banking sector.

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