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

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.