From Recognition to Reputation: The Path to City Brand Equity in Riyadh

Abstract

This study examines the determinants of city brand equity in the context of Riyadh Season, a large-scale cultural and entertainment festival in Saudi Arabia. Drawing on Aaker’s customer-based brand equity framework adapted to the city-brand context and informed by Source Credibility Theory (SCT), the study tests the direct effects of brand association, brand awareness, brand loyalty, and customer satisfaction on city brand equity, as well as the moderating role of online influencers. Survey data were collected from 991 attendees and analyzed using structural equation modeling (SEM). The results indicate that brand awareness and brand loyalty significantly enhance city brand equity, whereas brand association and customer satisfaction have no significant effects. Contrary to prevailing assumptions in tourism and digital branding research, online influencers do not moderate the relationships between brand equity dimensions and overall city brand equity. These findings identify boundary conditions for influencer effectiveness and suggest that, in experience-intensive and time-bound mega-events, city brand equity is driven more by recognition and repeat attachment than by influencer-mediated communication or post-event satisfaction. The study refines city brand equity theory and offers practical guidance for policymakers and event organizers seeking to build sustainable city brands beyond influencer-centric strategies.