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Received: 2022/09/27 | Accepted: 2022/11/22 | Published: 2022/12/13
Received: 2022/09/27 | Accepted: 2022/11/22 | Published: 2022/12/13
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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
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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
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Introduction
Globalization, the shrinking of space and time, and the growing importance of cities in population mobility, labor flows, capital circulation, the provision of distinctive services, and tourist attraction have turned the world into a marketplace in which every country, city, or region must compete for its share in commercial, political, social, and cultural exchanges with others [Anholt, 2010]. Although cities have historically pursued the improvement of their status unconsciously, the use of intentional methods and activities such as branding to create competitive advantage and enhance their image has a history of no more than three decades [Rizzi & Dioli, 2010]. Cities employ branding as a tool to define themselves and to achieve appealing positions and positive perceptions in the minds of their audiences [Oguztimur & Akturan, 2016]. The use of image-planning strategies has become essential for cities seeking survival in the global economy [Rehan, 2014].
In general, a brand represents a name or symbol associated with a product. Mentally, it reflects the consumer’s cognitive representation, ideas, or psychological meanings associated with that product [Kasapi & Cela, 2017], serving as a rich source of emotional and cognitive associations that lead to memorable experiences of a place [Zenker & Braun, 2010]. A brand is a perception formed in the customer’s mind of a product or service, comprising all tangible and intangible elements as well as the psychological and sociological characteristics associated with it—factors that ultimately make the choice unique [Rezvanpour & Bayat, 2017]. Cities, as spatially developed products, can thus compete with one another similarly to how products do [Zhang & Zhao, 2009]. Consequently, places can also be branded like objects when their identities and distinctions are strategically employed through specific forms of marketing [Moradi & Alalhesabi, 2020]. Urban branding is defined as the process of developing and managing people’s perceptions of a city [de Noronha et al., 2017; Lucarelli & Olof Berg, 2011]. Perception can be defined as the process through which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world [Schiffman et al., 2010]. The city image constitutes the focal point of the city brand [Kavaratzis, 2004], and a strong and positive image is the most direct indicator of branding success [Acharya & Rahman, 2016; Braun et al., 2014]. Since images are rarely neutral, unbiased, or emotionless and instead draw power from the values and emotions ascribed to them [Gholipour et al., 2011] the construction, communication, and management of the city image are essential in urban branding. It is through perception and image that action and behavior take shape. Under this perspective, urban branding is a conscious and planned endeavor, as interactions between cities and their users occur through perceptions and images [Kavaratzis & Ashworth, 2005]. Stakeholders make decisions based on their image of a place, and cities with positive images are better positioned to satisfy their audiences’ expectations [Taecharungroj & Mathayomchan, 2020]. Accordingly, scholars have sought to conceptualize and measure consumer perceptions to better manage and control the city image [Hart et al., 2013].
Urban branding plays a key role in the development of urban policies and strategies because it simultaneously pursues economic development and serves as a channel for shaping the city’s identity [Ghanbari et al., 2021]. Thus, cities that were once regarded as multi-purpose urban units have now realized the need for conscious and systematic branding aligned with their unique characteristics, capabilities, needs, and the requirements of the future world [Metaxas, 2010]. Two major strategies in urban branding are the “creative city” and the “experience city.” However, only a limited number of cities can realistically transform into creative hubs, and many lack sufficient resources for knowledge-based development. Under these circumstances, consumption potential becomes a driver of urban growth [Prilenska, 2012]. Lorentzen (2009) argues that the city itself, together with its “place-bound experiences”, becomes a branded product aimed at both production and consumption. The quality of place is a critical determinant of success. “Place-bound experiences” include: (1) events; (2) activities such as shopping, walking, sports, and artistic engagement; (3) services such as themed restaurants, wellness centers, art galleries, theaters, and cinemas; and (4) places serving as “stages” for activities, including squares, parks, museums, and malls [Lorentzen, 2009]. Ultimately, global urban competition revolves around attractiveness, which determines the types of resources a city can draw from global flows of capital, knowledge, goods, services, and products to successfully position itself in global markets. In response to this challenge, cities may turn to economic urban branding as a tool for attracting value [Anttiroiko, 2014]. The overarching goal of urban branding, similar to branded products or services, is to foster preference and loyalty across the various groups that cities serve [Dinnie, 2011]. Oliver defines loyalty as a deep commitment to repurchase or re-support a preferred product or service consistently in the future, despite potential influences or marketing efforts from competitors [Gecti & Zengin, 2013]. Loyalty is also described as the act of recommending a particular product or service to others [Molina et al., 2017], or as the “strength of the relationship between relative attitude and repeat support,” interpreted further as the “duration of the customer relationship” [Abrudan et al., 2015].
The image of a city is more than a mental map and is not limited to visual information. Rather, it encompasses all physical and nonphysical features of surrounding phenomena and places, including all meanings and emotions evoked by the recollection of that place [Pakzad & Bozorg, 2016]. City image forms through environmental experience or media influence. In other words, individuals perceive and construct mental images of places through three processes: (1) planned interventions such as urban planning, urban design, and landscape design; (2) the ways in which they experience and use the place; and (3) various forms of representation and depiction of the place, such as films, novels, paintings, news reports, and more [Kavaratzis & Ashworth, 2005]. Thus, the “mental image” of a place is shaped by the component of “perceived quality” resulting from architectural and urban design actions, the component of “individual characteristics” derived from the personal experience of the place, and finally the component of “awareness,” influenced by media and advertising.
Building on the theoretical foundations discussed, urban branding can be conceptualized as a multidimensional structure consisting of the following components: “mental image” as a mediating parameter; “perceived quality,” “individual characteristics,” and “awareness” as independent parameters; and “loyalty” as the dependent parameter. Together, these parameters generate diverse meanings in the consumer’s mind. Assuming that one of the techniques of urban branding is the development of shopping environments, the present study aims to examine the relationship between the “mental image” of the city and its influencing factors, using a case study of 15 shopping centers in the city of Tabriz.
Methodology
This study employed a field-based exploratory analysis and was conducted in 2022 among the citizens of Tabriz. Sampling was performed randomly and with attention to demographic diversity, including age and gender, among residents of the city. Using Cochran’s formula, a sample size of 385 participants was obtained. To determine the case-study locations, shopping environments in Tabriz were first classified into eight identified spatial patterns: commercial pedestrian street, commercial street, passage, sub-surface development, bridge–bazaar, shopping center, square–bazaar, and mall. From these categories, fifteen major shopping centers were selected based on their historical background, functional scale, size, and ability to attract both local residents and tourists across the ten municipal districts of Tabriz.
To collect data, relevant documentary studies in the field of urban branding were first reviewed to identify the key components, which were then organized into a five-factor conceptual model. Corresponding items for each component were developed into a researcher-designed questionnaire containing 74 questions measured on a five-point Likert scale. Face validity of the questionnaire was confirmed by experts, and based on the calculated internal consistency coefficient (CVR=0.725), the instrument demonstrated an acceptable level of construct validity.
The Cronbach’s alpha coefficient of the questionnaire was calculated as 0.829. The absolute value of the standardized factor loadings for all questionnaire items exceeded 0.40, and their absolute t-statistics were greater than 2.58, indicating that all items possessed sufficient validity. Since the values of composite reliability and Cronbach’s alpha for all constructs were greater than 0.70, and the average variance extracted (AVE) for all constructs exceeded 0.50, the research constructs demonstrated satisfactory convergent validity and internal consistency.
To examine the relationships among the parameters in the proposed model, structural equation modeling (SEM) was applied. The collected data were analyzed using SmartPLS 3 software. Considering the non-normal distribution of some parameters, partial least squares structural equation modeling (PLS-SEM) was employed. In the variance inflation factor (VIF) assessment, none of the items exceeded the threshold value of 5, indicating no multicollinearity issues for testing the research model.
Findings
The square root of the average variance extracted (AVE) for each construct exceeded the absolute value of its correlations with other parameters, indicating appropriate discriminant validity of the constructs.
Since the CV-Red values for all endogenous parameters were positive, the model demonstrated satisfactory predictive power. The mean value of Communality was calculated as 0.385, the mean coefficient of determination (R²) was 0.433, and the goodness-of-fit (GOF) index was 0.408, confirming a strong overall model fit.
After validating the reliability and validity of the measurement instruments and research constructs, the tested model was examined based on path coefficients and t-statistics. The coefficient of determination (R²) indicated that 40.6% of the variance in loyalty was explained by changes in perceived quality, individual characteristics, awareness, and mental image. Furthermore, 45.9% of the variance in mental image was explained by variations in perceived quality, individual characteristics, and awareness.
Based on the estimated relationships, the effects of perceived quality, individual characteristics, and awareness on loyalty were examined in the first three hypotheses. The influence of these same parameters on mental image was evaluated in the subsequent hypotheses. Additionally, the indirect effects of perceived quality, individual characteristics, and awareness on loyalty through mental image were assessed.
The results indicated that the direct effects of awareness on loyalty, as well as the direct effects of perceived quality, individual characteristics, and awareness on mental image, were statistically significant. Likewise, the effect of mental image on loyalty was confirmed. However, the direct effects of perceived quality and individual characteristics on loyalty were not supported.
Sobel test results confirmed that mental image significantly mediated the relationships between perceived quality and loyalty, individual characteristics and loyalty, and awareness and loyalty, with varying degrees of mediation strength as indicated by VAF values.
Discussion
The aim of this study was to examine the relationship between mental image and its influencing components in the context of branding shopping spaces, using 15 shopping centers in Tabriz as the case study. When user behavior in shopping environments is well understood, urban managers can effectively meet consumer needs, thereby ensuring repeated patronage and increased revenue. Users make decisions and select their preferred shopping environment based on the mental image formed in their minds. Image is conceived as the overall representation retained in memory as a stable set of perceived attributes [Abrudan et al., 2015]. The results of Relationships 1, 2, and 3 confirm that mental image plays a prominent intermediary role in fostering loyalty and serves as a central pillar of urban branding. In this regard, Hankinson argues that image building is often considered the primary objective of branding [Rezvanpour & Bayat, 2017]. Similarly, Kotler states that determining image is the first step in place branding [Gilboa et al., 2015]. Since any emotion or action displayed by an individual stems from an image of reality formed in the mind, rather than reality itself, branding focuses on this mental image and on influencing it [Prilenska, 2012].
Urban image is shaped by both collective and individual lived experiences of the city [Taecharungroj & Mathayomchan, 2020]. In other words, the perceived quality of a place, personal characteristics, and the ways through which individuals become aware of the place jointly form the unified construct known as mental image. According to the research model, mental image is directly influenced by three components: perceived quality, individual characteristics, and awareness. The results of Relationships 4, 5, and 6 corroborate this finding, as there was a direct relationship between mental image and the independent parameters of the study. Previous research similarly suggests that the city image reflects a complex system in which components overlap and intertwine [Nourian & Mikaeili, 2018]. In essence, a “network of associations in consumers’ minds” defines place brand identity through its visual, verbal, and behavioral dimensions. Mental image can be shaped by various factors such as personality traits, age, gender, education, needs, and culture, as well as by physical characteristics of the city, sociocultural attributes, amenities, and infrastructure, either through direct interaction with the environment or indirectly through media and advertising [Moradi & Alalhesabi, 2020].
Image is the core identity of place brands, and when it positively affects audiences, it may create substantial added value. This added value, manifested through sustained engagement and loyalty, can drive the comprehensive development of a place [Yazdanpanah Shahabadi et al., 2019]. The results of Relationship 7 support this notion, as a direct relationship was found between mental image and loyalty. Other studies have similarly emphasized that consumers’ image of a shopping area is integral to decision-making, patronage, and the perceived value of the shopping center. Because image “simplifies complex information in a way that makes elements more desirable to the consumer,” it is more likely to lead to increased patronage [Hart et al., 2013]. Research has demonstrated strong correlations between image and consumers’ shopping preferences, visit frequency, spending levels, willingness to stay longer, and intention to revisit [Kushwaha et al., 2017]. Loyalty reflects a more positive attitude and stronger preference. The results of Relationships 8, 9, and 10 also confirmed this, as the effects of perceived quality, individual characteristics, and awareness on loyalty occur indirectly through the mediating role of mental image. In line with this, Kihato and Spence have found that favorable consumer perceptions of store attributes increase both repeat purchase intentions and purchase frequency, and Bloemer and De Ruyter reported that more favorable store image increases customer loyalty [Ghazizadeh & Shirazi, 2018].
Based on the statistical analysis, perceived quality had the strongest relationship with loyalty through the mediating parameter of mental image. Thus, improving perceived quality facilitates the pathway toward branding shopping spaces. Spatial quality and urban branding operate as interconnected components of a single cycle: As quality improves, mental image strengthens, and a strong image drives branding by attracting greater capital investment. Urban branding serves as an effort to create and enrich the quality of the city [Kasapi & Cela, 2017]. Branding generates a “benefit hierarchy” that includes tangible advantages for residents and non-residents, enhancing the city’s reputation and generating added value [Zhang & Zhao, 2009]. In practice, physical branding, such as constructing luxury shopping spaces through architecture and urban design is one of the most common strategies used in response to global inter-city competition. These measures are believed to produce positive impacts such as urban environmental improvement, enhanced visibility, and media influence. Yet, they often relegate the urban environment to the background, with the primary focus placed on functionality. A strong mental image of a shopping space, supported by improved perceived quality creates a competitive advantage that is difficult for competitors to replicate. Shopping spaces must offer added value to attract a greater flow of customers in the future [Cernikovaite et al., 2021].
The success of shopping spaces depends on their ability to cultivate positive, distinctive, and powerful associations in consumers’ minds, associations that first draw visitors, then encourage purchases, and ultimately transform them into loyal customers. Reconstructing image is impossible without meaningful changes in the actual quality of the place. The starting point for enhancing image is implementing concrete measures to create real improvement. Urban policymakers and planners must recognize the importance of long-term vision and the role of urban environmental design. Relying exclusively on “hard branding”, such as iconic projects, flagship buildings, and landmark constructions does not provide a comprehensive reinterpretation of the city. Instead, the branding process should enhance the perceived quality of shopping spaces through an integrated and holistic approach to all dimensions of urban design, including morphology, function, perception, social and visual aspects, temporality, management, and spatial control. The findings of this study offer a basis for understanding the formation of mental image, identifying its components, and applying urban design interventions to enhance this image in support of economic and social goals. Implementing the proposed recommendations can guide urban management toward more effective development of shopping spaces, and by shaping distinctive, context-sensitive shopping environments, establish the foundational elements of shopping space branding.
The main limitation of this study lies in the novelty of the branding concept within the context of urban management in Iran. Since this strategy has not yet been defined in urban development plans and policies, no tangible feedback or data exist regarding its effectiveness or implementation at the city level. Therefore, future research is recommended to examine strategies for integrating branding approaches into urban development planning.
Conclusion
Mental image. as the central pillar of urban branding is directly influenced by three components: Perceived quality, individual characteristics, and awareness, among which perceived quality plays the most significant role. Loyalty, as the ultimate objective of branding, does not have a direct relationship with these three components; rather, its formation depends on the mediating role of mental image. Therefore, implementing design-based interventions aimed at enhancing perceived quality leads to the development of a strong mental image of shopping spaces, which in turn fosters loyalty and creates the foundational conditions necessary for branding such environments.
Acknowledgments: No acknowledgments to declare.
Ethical Permission: No ethical approval was required for this study.
Conflict of Interest: The authors report no conflicts of interest.
Author Contributions Farhoodian N (First Author), Introduction Writer/Main Researcher (70%); Abdollahzadeh Taraf A (Second Author), Methodologist/Discussion Writer (15%); Saghafi Asl A (Third Author), Statistical analyst/Research Assistant (10%); Mirgholami M (Fourth Author), Research Assistant (5%)
Funding: All expenses were covered by the first author
Globalization, the shrinking of space and time, and the growing importance of cities in population mobility, labor flows, capital circulation, the provision of distinctive services, and tourist attraction have turned the world into a marketplace in which every country, city, or region must compete for its share in commercial, political, social, and cultural exchanges with others [Anholt, 2010]. Although cities have historically pursued the improvement of their status unconsciously, the use of intentional methods and activities such as branding to create competitive advantage and enhance their image has a history of no more than three decades [Rizzi & Dioli, 2010]. Cities employ branding as a tool to define themselves and to achieve appealing positions and positive perceptions in the minds of their audiences [Oguztimur & Akturan, 2016]. The use of image-planning strategies has become essential for cities seeking survival in the global economy [Rehan, 2014].
In general, a brand represents a name or symbol associated with a product. Mentally, it reflects the consumer’s cognitive representation, ideas, or psychological meanings associated with that product [Kasapi & Cela, 2017], serving as a rich source of emotional and cognitive associations that lead to memorable experiences of a place [Zenker & Braun, 2010]. A brand is a perception formed in the customer’s mind of a product or service, comprising all tangible and intangible elements as well as the psychological and sociological characteristics associated with it—factors that ultimately make the choice unique [Rezvanpour & Bayat, 2017]. Cities, as spatially developed products, can thus compete with one another similarly to how products do [Zhang & Zhao, 2009]. Consequently, places can also be branded like objects when their identities and distinctions are strategically employed through specific forms of marketing [Moradi & Alalhesabi, 2020]. Urban branding is defined as the process of developing and managing people’s perceptions of a city [de Noronha et al., 2017; Lucarelli & Olof Berg, 2011]. Perception can be defined as the process through which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world [Schiffman et al., 2010]. The city image constitutes the focal point of the city brand [Kavaratzis, 2004], and a strong and positive image is the most direct indicator of branding success [Acharya & Rahman, 2016; Braun et al., 2014]. Since images are rarely neutral, unbiased, or emotionless and instead draw power from the values and emotions ascribed to them [Gholipour et al., 2011] the construction, communication, and management of the city image are essential in urban branding. It is through perception and image that action and behavior take shape. Under this perspective, urban branding is a conscious and planned endeavor, as interactions between cities and their users occur through perceptions and images [Kavaratzis & Ashworth, 2005]. Stakeholders make decisions based on their image of a place, and cities with positive images are better positioned to satisfy their audiences’ expectations [Taecharungroj & Mathayomchan, 2020]. Accordingly, scholars have sought to conceptualize and measure consumer perceptions to better manage and control the city image [Hart et al., 2013].
Urban branding plays a key role in the development of urban policies and strategies because it simultaneously pursues economic development and serves as a channel for shaping the city’s identity [Ghanbari et al., 2021]. Thus, cities that were once regarded as multi-purpose urban units have now realized the need for conscious and systematic branding aligned with their unique characteristics, capabilities, needs, and the requirements of the future world [Metaxas, 2010]. Two major strategies in urban branding are the “creative city” and the “experience city.” However, only a limited number of cities can realistically transform into creative hubs, and many lack sufficient resources for knowledge-based development. Under these circumstances, consumption potential becomes a driver of urban growth [Prilenska, 2012]. Lorentzen (2009) argues that the city itself, together with its “place-bound experiences”, becomes a branded product aimed at both production and consumption. The quality of place is a critical determinant of success. “Place-bound experiences” include: (1) events; (2) activities such as shopping, walking, sports, and artistic engagement; (3) services such as themed restaurants, wellness centers, art galleries, theaters, and cinemas; and (4) places serving as “stages” for activities, including squares, parks, museums, and malls [Lorentzen, 2009]. Ultimately, global urban competition revolves around attractiveness, which determines the types of resources a city can draw from global flows of capital, knowledge, goods, services, and products to successfully position itself in global markets. In response to this challenge, cities may turn to economic urban branding as a tool for attracting value [Anttiroiko, 2014]. The overarching goal of urban branding, similar to branded products or services, is to foster preference and loyalty across the various groups that cities serve [Dinnie, 2011]. Oliver defines loyalty as a deep commitment to repurchase or re-support a preferred product or service consistently in the future, despite potential influences or marketing efforts from competitors [Gecti & Zengin, 2013]. Loyalty is also described as the act of recommending a particular product or service to others [Molina et al., 2017], or as the “strength of the relationship between relative attitude and repeat support,” interpreted further as the “duration of the customer relationship” [Abrudan et al., 2015].
The image of a city is more than a mental map and is not limited to visual information. Rather, it encompasses all physical and nonphysical features of surrounding phenomena and places, including all meanings and emotions evoked by the recollection of that place [Pakzad & Bozorg, 2016]. City image forms through environmental experience or media influence. In other words, individuals perceive and construct mental images of places through three processes: (1) planned interventions such as urban planning, urban design, and landscape design; (2) the ways in which they experience and use the place; and (3) various forms of representation and depiction of the place, such as films, novels, paintings, news reports, and more [Kavaratzis & Ashworth, 2005]. Thus, the “mental image” of a place is shaped by the component of “perceived quality” resulting from architectural and urban design actions, the component of “individual characteristics” derived from the personal experience of the place, and finally the component of “awareness,” influenced by media and advertising.
Building on the theoretical foundations discussed, urban branding can be conceptualized as a multidimensional structure consisting of the following components: “mental image” as a mediating parameter; “perceived quality,” “individual characteristics,” and “awareness” as independent parameters; and “loyalty” as the dependent parameter. Together, these parameters generate diverse meanings in the consumer’s mind. Assuming that one of the techniques of urban branding is the development of shopping environments, the present study aims to examine the relationship between the “mental image” of the city and its influencing factors, using a case study of 15 shopping centers in the city of Tabriz.
Methodology
This study employed a field-based exploratory analysis and was conducted in 2022 among the citizens of Tabriz. Sampling was performed randomly and with attention to demographic diversity, including age and gender, among residents of the city. Using Cochran’s formula, a sample size of 385 participants was obtained. To determine the case-study locations, shopping environments in Tabriz were first classified into eight identified spatial patterns: commercial pedestrian street, commercial street, passage, sub-surface development, bridge–bazaar, shopping center, square–bazaar, and mall. From these categories, fifteen major shopping centers were selected based on their historical background, functional scale, size, and ability to attract both local residents and tourists across the ten municipal districts of Tabriz.
To collect data, relevant documentary studies in the field of urban branding were first reviewed to identify the key components, which were then organized into a five-factor conceptual model. Corresponding items for each component were developed into a researcher-designed questionnaire containing 74 questions measured on a five-point Likert scale. Face validity of the questionnaire was confirmed by experts, and based on the calculated internal consistency coefficient (CVR=0.725), the instrument demonstrated an acceptable level of construct validity.
The Cronbach’s alpha coefficient of the questionnaire was calculated as 0.829. The absolute value of the standardized factor loadings for all questionnaire items exceeded 0.40, and their absolute t-statistics were greater than 2.58, indicating that all items possessed sufficient validity. Since the values of composite reliability and Cronbach’s alpha for all constructs were greater than 0.70, and the average variance extracted (AVE) for all constructs exceeded 0.50, the research constructs demonstrated satisfactory convergent validity and internal consistency.
To examine the relationships among the parameters in the proposed model, structural equation modeling (SEM) was applied. The collected data were analyzed using SmartPLS 3 software. Considering the non-normal distribution of some parameters, partial least squares structural equation modeling (PLS-SEM) was employed. In the variance inflation factor (VIF) assessment, none of the items exceeded the threshold value of 5, indicating no multicollinearity issues for testing the research model.
Findings
The square root of the average variance extracted (AVE) for each construct exceeded the absolute value of its correlations with other parameters, indicating appropriate discriminant validity of the constructs.
Since the CV-Red values for all endogenous parameters were positive, the model demonstrated satisfactory predictive power. The mean value of Communality was calculated as 0.385, the mean coefficient of determination (R²) was 0.433, and the goodness-of-fit (GOF) index was 0.408, confirming a strong overall model fit.
After validating the reliability and validity of the measurement instruments and research constructs, the tested model was examined based on path coefficients and t-statistics. The coefficient of determination (R²) indicated that 40.6% of the variance in loyalty was explained by changes in perceived quality, individual characteristics, awareness, and mental image. Furthermore, 45.9% of the variance in mental image was explained by variations in perceived quality, individual characteristics, and awareness.
Based on the estimated relationships, the effects of perceived quality, individual characteristics, and awareness on loyalty were examined in the first three hypotheses. The influence of these same parameters on mental image was evaluated in the subsequent hypotheses. Additionally, the indirect effects of perceived quality, individual characteristics, and awareness on loyalty through mental image were assessed.
The results indicated that the direct effects of awareness on loyalty, as well as the direct effects of perceived quality, individual characteristics, and awareness on mental image, were statistically significant. Likewise, the effect of mental image on loyalty was confirmed. However, the direct effects of perceived quality and individual characteristics on loyalty were not supported.
Sobel test results confirmed that mental image significantly mediated the relationships between perceived quality and loyalty, individual characteristics and loyalty, and awareness and loyalty, with varying degrees of mediation strength as indicated by VAF values.
Discussion
The aim of this study was to examine the relationship between mental image and its influencing components in the context of branding shopping spaces, using 15 shopping centers in Tabriz as the case study. When user behavior in shopping environments is well understood, urban managers can effectively meet consumer needs, thereby ensuring repeated patronage and increased revenue. Users make decisions and select their preferred shopping environment based on the mental image formed in their minds. Image is conceived as the overall representation retained in memory as a stable set of perceived attributes [Abrudan et al., 2015]. The results of Relationships 1, 2, and 3 confirm that mental image plays a prominent intermediary role in fostering loyalty and serves as a central pillar of urban branding. In this regard, Hankinson argues that image building is often considered the primary objective of branding [Rezvanpour & Bayat, 2017]. Similarly, Kotler states that determining image is the first step in place branding [Gilboa et al., 2015]. Since any emotion or action displayed by an individual stems from an image of reality formed in the mind, rather than reality itself, branding focuses on this mental image and on influencing it [Prilenska, 2012].
Urban image is shaped by both collective and individual lived experiences of the city [Taecharungroj & Mathayomchan, 2020]. In other words, the perceived quality of a place, personal characteristics, and the ways through which individuals become aware of the place jointly form the unified construct known as mental image. According to the research model, mental image is directly influenced by three components: perceived quality, individual characteristics, and awareness. The results of Relationships 4, 5, and 6 corroborate this finding, as there was a direct relationship between mental image and the independent parameters of the study. Previous research similarly suggests that the city image reflects a complex system in which components overlap and intertwine [Nourian & Mikaeili, 2018]. In essence, a “network of associations in consumers’ minds” defines place brand identity through its visual, verbal, and behavioral dimensions. Mental image can be shaped by various factors such as personality traits, age, gender, education, needs, and culture, as well as by physical characteristics of the city, sociocultural attributes, amenities, and infrastructure, either through direct interaction with the environment or indirectly through media and advertising [Moradi & Alalhesabi, 2020].
Image is the core identity of place brands, and when it positively affects audiences, it may create substantial added value. This added value, manifested through sustained engagement and loyalty, can drive the comprehensive development of a place [Yazdanpanah Shahabadi et al., 2019]. The results of Relationship 7 support this notion, as a direct relationship was found between mental image and loyalty. Other studies have similarly emphasized that consumers’ image of a shopping area is integral to decision-making, patronage, and the perceived value of the shopping center. Because image “simplifies complex information in a way that makes elements more desirable to the consumer,” it is more likely to lead to increased patronage [Hart et al., 2013]. Research has demonstrated strong correlations between image and consumers’ shopping preferences, visit frequency, spending levels, willingness to stay longer, and intention to revisit [Kushwaha et al., 2017]. Loyalty reflects a more positive attitude and stronger preference. The results of Relationships 8, 9, and 10 also confirmed this, as the effects of perceived quality, individual characteristics, and awareness on loyalty occur indirectly through the mediating role of mental image. In line with this, Kihato and Spence have found that favorable consumer perceptions of store attributes increase both repeat purchase intentions and purchase frequency, and Bloemer and De Ruyter reported that more favorable store image increases customer loyalty [Ghazizadeh & Shirazi, 2018].
Based on the statistical analysis, perceived quality had the strongest relationship with loyalty through the mediating parameter of mental image. Thus, improving perceived quality facilitates the pathway toward branding shopping spaces. Spatial quality and urban branding operate as interconnected components of a single cycle: As quality improves, mental image strengthens, and a strong image drives branding by attracting greater capital investment. Urban branding serves as an effort to create and enrich the quality of the city [Kasapi & Cela, 2017]. Branding generates a “benefit hierarchy” that includes tangible advantages for residents and non-residents, enhancing the city’s reputation and generating added value [Zhang & Zhao, 2009]. In practice, physical branding, such as constructing luxury shopping spaces through architecture and urban design is one of the most common strategies used in response to global inter-city competition. These measures are believed to produce positive impacts such as urban environmental improvement, enhanced visibility, and media influence. Yet, they often relegate the urban environment to the background, with the primary focus placed on functionality. A strong mental image of a shopping space, supported by improved perceived quality creates a competitive advantage that is difficult for competitors to replicate. Shopping spaces must offer added value to attract a greater flow of customers in the future [Cernikovaite et al., 2021].
The success of shopping spaces depends on their ability to cultivate positive, distinctive, and powerful associations in consumers’ minds, associations that first draw visitors, then encourage purchases, and ultimately transform them into loyal customers. Reconstructing image is impossible without meaningful changes in the actual quality of the place. The starting point for enhancing image is implementing concrete measures to create real improvement. Urban policymakers and planners must recognize the importance of long-term vision and the role of urban environmental design. Relying exclusively on “hard branding”, such as iconic projects, flagship buildings, and landmark constructions does not provide a comprehensive reinterpretation of the city. Instead, the branding process should enhance the perceived quality of shopping spaces through an integrated and holistic approach to all dimensions of urban design, including morphology, function, perception, social and visual aspects, temporality, management, and spatial control. The findings of this study offer a basis for understanding the formation of mental image, identifying its components, and applying urban design interventions to enhance this image in support of economic and social goals. Implementing the proposed recommendations can guide urban management toward more effective development of shopping spaces, and by shaping distinctive, context-sensitive shopping environments, establish the foundational elements of shopping space branding.
The main limitation of this study lies in the novelty of the branding concept within the context of urban management in Iran. Since this strategy has not yet been defined in urban development plans and policies, no tangible feedback or data exist regarding its effectiveness or implementation at the city level. Therefore, future research is recommended to examine strategies for integrating branding approaches into urban development planning.
Conclusion
Mental image. as the central pillar of urban branding is directly influenced by three components: Perceived quality, individual characteristics, and awareness, among which perceived quality plays the most significant role. Loyalty, as the ultimate objective of branding, does not have a direct relationship with these three components; rather, its formation depends on the mediating role of mental image. Therefore, implementing design-based interventions aimed at enhancing perceived quality leads to the development of a strong mental image of shopping spaces, which in turn fosters loyalty and creates the foundational conditions necessary for branding such environments.
Acknowledgments: No acknowledgments to declare.
Ethical Permission: No ethical approval was required for this study.
Conflict of Interest: The authors report no conflicts of interest.
Author Contributions Farhoodian N (First Author), Introduction Writer/Main Researcher (70%); Abdollahzadeh Taraf A (Second Author), Methodologist/Discussion Writer (15%); Saghafi Asl A (Third Author), Statistical analyst/Research Assistant (10%); Mirgholami M (Fourth Author), Research Assistant (5%)
Funding: All expenses were covered by the first author
Keywords:
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