Abstract:

The article explores the possibility of increasing the loyalty of the youth audience - generation Z - to regional brands using the example of the Perm State Academic Opera and Ballet Theater named after P.I. Tchaikovsky. The authors substantiated the use of the SERVQUAL methodology as a key method for studying the influence of the main branding indicators on attracting the attention of young people and increasing their loyalty to the region of residence. Using the SERVQUAL methodology, the authors undertook a study and assessment of the impact of the theater brand on young consumers - representatives of the Z generation.