Persian
Language
Geographical Research is Published in Persian Fulltext.
Volume 37, Issue 4 (2022)
GeoRes 2022, 37(4): 541-548 |
Back to browse issues page
Article Type:
Subject:
History
Received: 2022/09/27 | Accepted: 2022/11/22 | Published: 2022/12/13
Received: 2022/09/27 | Accepted: 2022/11/22 | Published: 2022/12/13
How to cite this article
Farhoodian N, Abdollahzadeh Taraf A, Saghafi Asl A, Mirgholami M. Factors Affecting the Mental Image in Line with the Branding of Shopping Spaces in Tabriz City, Iran. GeoRes 2022; 37 (4) :541-548
URL: http://georesearch.ir/article-1-1384-en.html
URL: http://georesearch.ir/article-1-1384-en.html
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Rights and permissions
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Factors Affecting the Mental Image in Line with the Branding of Shopping Spaces in Tabriz City, Iran
1- Department of Urbanism, Faculty of Arts and Architecture, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2- Department of Urbanism, Faculty of Architecture and Urbanism, University of Islamic Art, Tabriz, Iran
2- Department of Urbanism, Faculty of Architecture and Urbanism, University of Islamic Art, Tabriz, Iran
Abstract (1322 Views)
Aims: Taking strategy of urban branding is considered the basic need of cities to survive in the global economy. For this purpose, building and managing the city image is necessary because it is through perception and image that actions are formed. The purpose of this research was to investigate the relationship between effective components on the image in the form of a case study including 15 shopping centers in Tabriz.
Methodology: The current research was conducted with the field method and exploratory analysis type in 1401 in the statistical population of Tabriz citizens. By conducting documentary studies in the field of urban branding, the constructive components were identified and formulated in the form of a five-factor model. The relationship between variables was tested using structural equation modeling with partial least squares and data were analyzed using SmartPLS3 software.
Findings: At a significance level of 0.01, "perceptual quality" and "awareness" have a direct effect on the "mental image" and at level of 0.05, "personal characteristics" have a direct effect on the "mental image". At level of 0.01, "mental image" has a direct effect on "loyalty". 73.8% of the total effect of "perceptual quality" variable, 43.3% of "personal characteristics", 32.1% of "awareness" on "loyalty" is explained through the mediating variable of "mental image".
Conclusion: "Mental image" as the center of gravity in urban branding is directly influenced by three components; "perceptual quality", "personal characteristics" and "awareness". Among these "perceptual quality" is considered the most influential component. "Loyalty" as the final goal of branding is not directly related to aforementioned components and influencing it is possible through the mediation of "mental image". Therefore, the application of design measures in order to improve "perceptual quality" causes the formation of a powerful "mental image" of shopping spaces, which in turn leads to "loyalty" and provides the grounds for branding of such spaces.
Methodology: The current research was conducted with the field method and exploratory analysis type in 1401 in the statistical population of Tabriz citizens. By conducting documentary studies in the field of urban branding, the constructive components were identified and formulated in the form of a five-factor model. The relationship between variables was tested using structural equation modeling with partial least squares and data were analyzed using SmartPLS3 software.
Findings: At a significance level of 0.01, "perceptual quality" and "awareness" have a direct effect on the "mental image" and at level of 0.05, "personal characteristics" have a direct effect on the "mental image". At level of 0.01, "mental image" has a direct effect on "loyalty". 73.8% of the total effect of "perceptual quality" variable, 43.3% of "personal characteristics", 32.1% of "awareness" on "loyalty" is explained through the mediating variable of "mental image".
Conclusion: "Mental image" as the center of gravity in urban branding is directly influenced by three components; "perceptual quality", "personal characteristics" and "awareness". Among these "perceptual quality" is considered the most influential component. "Loyalty" as the final goal of branding is not directly related to aforementioned components and influencing it is possible through the mediation of "mental image". Therefore, the application of design measures in order to improve "perceptual quality" causes the formation of a powerful "mental image" of shopping spaces, which in turn leads to "loyalty" and provides the grounds for branding of such spaces.
Keywords:
References
1. Abrudan IN, Plăiaș I, Dabija DC (2015). The relationship among image, satisfaction and loyalty -innovative factor of competitiveness for shopping centers. Amfiteatru Economic. 17(39):536-552. [Link]
2. Acharya A, Rahman Z (2016). Place branding research: A thematic review and future research agenda. International Review on Public and Nonproft Marketing. 13(3):289-317. [Link] [DOI:10.1007/s12208-015-0150-7]
3. Anholt S (2010). Places: identity, image and reputation. London: Palgrave Macmillan. [Link]
4. Anttiroiko AV (2014). City Branding as a Response to Global Intercity Competition. Growth and Change. 46(2): 233-252. [Link] [DOI:10.1111/grow.12085]
5. Braun E, Eshuis J, Klijn EH (2014). The effectiveness of place brand communication. Cities. 41:64-70. [Link] [DOI:10.1016/j.cities.2014.05.007]
6. Cernikovaite M, Karazijiene Z, Bivainiene L, Dambrava V (2021). Assessing customer preferences for shopping centers: Effects of functional and communication factors. Sustainability. 13(6):1-17. [Link] [DOI:10.3390/su13063254]
7. de Noronha I, Coca-Stefaniak JA, Morrison AM (2017). Confused branding? An exploratory study of place branding practices among place management professionals. Cities. 66:91-98. [Link] [DOI:10.1016/j.cities.2017.04.001]
8. Dinnie K (2011). City branding: Theory and cases. London: Palgrave Macmillan. [Link] [DOI:10.1057/9780230294790]
9. Gecti F, Zengin H (2013). The relationship between brand trusts, brand affect, attitudinal loyalty and behavioral loyalty: a field study towards sports shoe consumers in Turkey. International Journal of Marketing Studies. 5(2):111-119. [Link] [DOI:10.5539/ijms.v5n2p111]
10. Ghanbari F, Ardekani SS, Rezaei MR, Rajabipoor Meybodi A (2021). Designing a city branding model with a tourism development approach in Shiraz. Journal of Regional Planning. 11:101-118. [Persian] [Link]
11. Ghazizadeh M, Shirazi MS (2018). The effect of the customer's perception of the shopping center and the individual image on their loyalty and their contribution to the role of environmental moderation (Case study: HyperStar chain customers in Tehran province). Consumer behavior studies. 5(1):61-79. [Persian] [Link]
12. Gholipour A, Abuee Ardakan M, Peydayesh E (2011). a study of key factors affecting the formation of internal city image along with effective urban branding. Honar-Ha-Ye-Ziba: Memary Va Shahrsazi. 3(45):39-48. [persian] [Link]
13. Gilboa S, Jaffe DE, Vianelli D, Pastore A, Herstein R (2015). A summated rating scale for measuring city image. Cities. 44:50-59. [Link] [DOI:10.1016/j.cities.2015.01.002]
14. Hart C, Stachow G, Cadogan JW (2013). Conceptualising town centre image and the customer experience. Journal of Marketing Management. 29(15-16):1753-1781. [Link] [DOI:10.1080/0267257X.2013.800900]
15. Kasapi I, Cela A (2017). Destination branding: a review of the city branding literature. Mediterranean Journal of Social Sciences. 8(4):129-142. [Link] [DOI:10.1515/mjss-2017-0012]
16. Kavaratzis M (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place Branding. 1(1): 58-73. [Link] [DOI:10.1057/palgrave.pb.5990005]
17. Kavaratzis M, Ashworth GJ (2005). City branding: an effective assertion of identity or a transitory marketing trick?. Tijdschrift voor Economische en Sociale Geografie. 96(5): 506-514. [Link] [DOI:10.1111/j.1467-9663.2005.00482.x]
18. Kushwaha T, Ubeja S, Chatterjee AS (2017). Factors influencing selection of shopping malls: An exploratory study of consumer perception. Vision. 21(3):274-283. [Link] [DOI:10.1177/0972262917716761]
19. Lorentzen A (2009). Cities in the experience economy. European Planning Studies. 17(6):829-845. [Link] [DOI:10.1080/09654310902793986]
20. Lucarelli A, Olof Berg P (2011). City branding: A state-of-the-art review of the research domain. Journal of Place Management and Development. 4(1):9-27. [Link] [DOI:10.1108/17538331111117133]
21. Metaxas T (2010). Place marketing, place branding and foreign direct investments: Defining their relationship in the frame of local economic development process. Place Branding and Public Diplomacy. 6(3):228-243. [Link] [DOI:10.1057/pb.2010.22]
22. Molina A, Fernandez AC, Gomez M, Aranda E (2017). Differences in the city branding of European capitals based on online vs. offline sources of information. Tourism Management. 58:28-39. [Link] [DOI:10.1016/j.tourman.2016.10.005]
23. Moradi G, Alalhesabi M (2020). Evaluation of branding techniques in image formation of Bushehr city with emphasis on three groups of tourists, citizens and urban experts. Journal of Research and Urban Planning. 11(42): 69-82. [Persian] [Link]
24. Nourian F, Mikaeili M (2018). Modeling the city's image in order to determine the priorities of city branding case study: Urmia City. Honar-Ha-Ye-Ziba: Memary Va Shahrsazi. 23(1):31-40. [Persian] [Link]
25. Oguztimur S, Akturan U (2016). Synthesis of city branding literature (1988-2014) as a Research Domain. International Journal of Tourism Research. 18:357-372. [Link] [DOI:10.1002/jtr.2054]
26. Pakzad J, Bozorg H (2016). Alphabet of environmental psychology for designers. Tehran: ArmanShahr. [Persian]. [Link]
27. Prilenska V (2012). City branding as a tool for urban regeneration: Towards a theoretical framework. Architecture and Urban Planning. 6:12-16. [Link] [DOI:10.7250/aup.2012.002]
28. Rehan RM (2014). Urban branding as an effective sustainability tool in urban development. HBRC Journal.10(2):222-223. [Link] [DOI:10.1016/j.hbrcj.2013.11.007]
29. Rezvanpour N, Bayat A (2017). Determining effective urban design factors within the branding strategy due to brand city spaces and evaluating city spaces by comparing them to the presented factors. A case study of ChaharBagh Avn, Isfahan, Iran. Energy Procedia. 15:6-17. [Link] [DOI:10.1016/j.egypro.2017.05.002]
30. Rizzi P, Dioli I (2010). From strategic planning to city branding: some empirical in Italy. Revista de Turismo y Patrimonio Cultural. 8(3):39-49. [Link] [DOI:10.25145/j.pasos.2010.08.033]
31. Schiffman LG, Kanuk LL, Kumar SR, Wisenblit J (2010). Consumer behaviour. New Delhi: Pearson Education. [Link]
32. Taecharungroj V, Mathayomchan B (2020). The big picture of cities: Analysing Flickr photos of 222 cities worldwide. Cities. 102:1-32. [Link] [DOI:10.1016/j.cities.2020.102741]
33. Yazdanpanah Shahabadi MR, Sajadzadeh H, Rafieian M (2019). Developing a conceptual model for place branding: A review of theoretical literature. Bagh-E Nazar. 16(71):19-34. [Persian] [Link]
34. Zhang L, Zhao SX (2009). City branding and the Olympic effect: A case study of Beijing. Cities. 26:245-254. [Link] [DOI:10.1016/j.cities.2009.05.002]