Measuring Customer-Based Place Brand Value from The Perspective of Public Diplomacy

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sheikh shojaee hamzeh

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Seminar Paper

Paper Information

Seminar: INTERNATIONAL CONFERENCE ON MANAGEMENT, TOURISM AND TECHNOLOGY
Year:2021 | Issue:3

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Title

Measuring Customer-Based Place Brand Value from The Perspective of Public Diplomacy

Author(s)

sheikh shojaee hamzeh

Keywords

Place branding

Public diplomacy

Customer based place brand value

Abstract

The lack of a tool to measure the branding effectiveness and brand value of a place is felt. The present study helps to promote international relations and Public diplomacy in the Sistan region between Iran and Afghanistan by examining and providing quantitative evaluation tools and customer brand purchase. Improving the appropriate level of trade between two or more countries at the international level, first requires measuring the existing value. For this purpose, in this study, a focus group, in-depth interview and a twostage questionnaire are used to develop and validate the tool for measuring the value of market brand sales. Exploratory factor analysis was used on 216 questionnaires and then confirmatory factor analysis was used on 463 questionnaires. The proposed conceptual structure includes four variables: location brand superiority, perception quality, location brand engagement, and brand loyalty.

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APA: Copy

sheikh shojaee, hamzeh. (2021). Measuring Customer-Based Place Brand Value from The Perspective of Public Diplomacy. INTERNATIONAL CONFERENCE ON MANAGEMENT, TOURISM AND TECHNOLOGY. SID. https://sid.ir/paper/949563/en

Vancouver: Copy

sheikh shojaee hamzeh. Measuring Customer-Based Place Brand Value from The Perspective of Public Diplomacy. 2021. Available from: https://sid.ir/paper/949563/en

IEEE: Copy

hamzeh sheikh shojaee, “Measuring Customer-Based Place Brand Value from The Perspective of Public Diplomacy,” presented at the INTERNATIONAL CONFERENCE ON MANAGEMENT, TOURISM AND TECHNOLOGY. 2021, [Online]. Available: https://sid.ir/paper/949563/en

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