The Role of Sports Events in Boosting City Brand Equity: The Case of
Egypt - A working paper
Abstract
This paper is a working paper that focuses on developing a conceptual
framework to investigate the concept of congruence between city identity
and sports event image and its impact on both city brand attitude and
city brand equity. Very little is known about the impact of hosting
mega-events on the attitude toward the hosting destination and needs
further analysis (Lee et al., 2014). Furthermore, despite the importance
of brand equity (Christodoulides & de Chernatony 2010), and the fame of
events as a tourism marketing tool and helping marketers promote their
destination’s brand equity, the relationship between events and brand
equity has been largely ignored (Zarantonello & Schmitt, 2013).
Finally, the paper suggests the methodology appropriate to empirically
examine the suggested conceptual framework.