Impact of Large-Scale Sport Events on City Brand Equity (Case of the World Cup 2018)

Abstract. Title: the impact of sporting events on the city's brand equity: the case of the World Cup 2018. Purpose of the study: this research paper intends to show the influence of significant sporting events on the equity of a city's brand from a residents perspective. Research object: the hosting of the World Cup. Research subject: the impact of a significant event on brand equity from the perspective of city residents. Novelty of research: there is a small degree of knowledge of the impact of central sporting events on the brand's equity from the position of residents. Previously, no studies were conducted on the impact of sporting events on the brand's equity of Russian cities from the point of view of its consumers. Practical significance: addressing issues of understanding the impact of sporting events on the equity of a territorial brand will allow developing a system of methods for evaluating it, which in practice will lead to an increase in the effectiveness of implemented territorial branding concepts Methodology: a quantitative method of collection was used, using the means of online questionnaires for residents of the city of Saransk. Research limitations: the sample is not random; the results can be transferred to the general population only conditionally, with reservations. However, due to limited resources, this method was found to be optimal for research purposes.