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The paper explores smart place brand equity and the role of digital marketing in building and strengthening NEOM City as a smart brand. This study was carried out to assess tourists’ impressions of smart brands. The sampling method was clustered random sampling. Three hundred forty questionnaires were distributed, with 278 responses eligible for investigation. Statistical analysis was conducted using structural equation modeling (SMART PLS 4.0). The results indicate a substantial positive association between smart place brand awareness, smart place brand association, smart place brand quality, smart place brand loyalty, and smart place brand equity. Furthermore, the results show that the moderator variable, digital marketing, strengthens the positive association between smart place brand equity dimensions and overall smart place brand equity.

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Overall Brand Equity of NEOM Smart City: Digital Marketing as a Moderator

  • 会议论文

  • 发表日期：

    2026年

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  • Abdelbaset M. Alkhawaldeh

摘要

The paper explores smart place brand equity and the role of digital marketing in building and strengthening NEOM City as a smart brand. This study was carried out to assess tourists’ impressions of smart brands. The sampling method was clustered random sampling. Three hundred forty questionnaires were distributed, with 278 responses eligible for investigation. Statistical analysis was conducted using structural equation modeling (SMART PLS 4.0). The results indicate a substantial positive association between smart place brand awareness, smart place brand association, smart place brand quality, smart place brand loyalty, and smart place brand equity. Furthermore, the results show that the moderator variable, digital marketing, strengthens the positive association between smart place brand equity dimensions and overall smart place brand equity.