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

Subject Areas : Jounal of Marketing Management

mehdi khademi ¹ , fereshte amirkhani ² , Hanieh Fathi ³

1 - Assistant Professor, Department of Business Administration, Institute of Management and Planning Education and Research, Tehran, Iran
2 - Master of Business Administration, Institute of Management and Planning Research and Education, Tehran, Iran
3 - Master of Business Administration, Tehran University, Tehran, Iran

Received: 2018-11-23 Accepted : 2019-08-22 Published : 2018-04-21

Keywords: Brand special value, Brand asset assessment model, Place attachment, Place satisfaction,

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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