TY  - JOUR 
AU  - Sawaftah, Dima
AU  - Aljarah, Ahmad
AU  - Lahuerta Otero, Eva
PY  - 2021
UR  - http://hdl.handle.net/10366/164748
AB  - [EN] Digital content marketing that increases consumers’ favorable behavior is of increasing interest to marketers. However, there is a lack of studies that examine the relative effect of digital content marketing on brand defense. Building on the...
LA  - eng
PB  - MDPI
KW  - Digital content marketing
KW  - User-generated content
KW  - Firm-generated content
KW  - Behavioral engagement
KW  - Brand defense
KW  - Generation
TI  - Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing
DO  - 10.3390/SU131810266
T2  - Sustainability
VL  - 13
M2  - 10266
ER  -