Place brand value and citizen's brand attachment; analyzing the role of mediator of place satisfaction

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KHADEMI MEHDI; Amirkhani Fereshteh; Fathi Hanieh

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Journal: JOURNAL OF MARKETING MANAGEMENT Year:2018 | Volume:13 | Issue:38 Page(s): 47-63

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Information Journal Paper

Title

Place brand value and citizen's brand attachment; analyzing the role of mediator of place satisfaction

Author(s)

KHADEMI MEHDI | Amirkhani Fereshteh | Fathi Hanieh | Issue Writer Certificate

Keywords

Brand special valueQ1

Place satisfactionQ1

Place attachmentQ1

Brand asset assessment modelQ1

Abstract

Creating a city brand as an important route to create the competitive advantage of a city or place is transformed into action through which history, quality of place of residence, culture, and ultimately lifestyle are represented. The use of branding is the development of perceptions of urban situations as well as the creation of a central distinction. A better understanding of the brand and suburbs of the city, on the one hand, is the Conditions for attracting capital and tourists, and on the other hand, it promotes citizens' satisfaction and identity to urban life. The present study analyzes the brand value of the Niavaran area based on the Yang brand and Rubik am Asset Valuation Model, which includes four components of differentiation, relevance, knowledge and validity, and the analysis of factors such as location satisfaction and location attachment. The method of the study was survey. In this study, 244 residents of the area were selected as the statistical sample. Analysis of the data after scrolling shows that the brand value of the Niavaran area has a positive effect on the satisfaction of the place of residence and ultimately on the attachment to the place of citizens living in this area.

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APA: Copy

KHADEMI, MEHDI, Amirkhani, Fereshteh, & Fathi, Hanieh. (2018). Place brand value and citizen's brand attachment; analyzing the role of mediator of place satisfaction. JOURNAL OF MARKETING MANAGEMENT, 13(38 ), 47-63. SID. https://sid.ir/paper/218934/en

Vancouver: Copy

KHADEMI MEHDI, Amirkhani Fereshteh, Fathi Hanieh. Place brand value and citizen's brand attachment; analyzing the role of mediator of place satisfaction. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2018;13(38 ):47-63. Available from: https://sid.ir/paper/218934/en

IEEE: Copy

MEHDI KHADEMI, Fereshteh Amirkhani, and Hanieh Fathi, “Place brand value and citizen's brand attachment; analyzing the role of mediator of place satisfaction,” JOURNAL OF MARKETING MANAGEMENT, vol. 13, no. 38 , pp. 47–63, 2018, [Online]. Available: https://sid.ir/paper/218934/en

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