Analysis of the Effect of Place Landscape Qualities on Creating a Brand Mental Image of Urban Commercial-Recreational Axis, Case study: Sarsabz axis of Tehran (from Sad square to Haft-Houz square)

Document Type : Research article

Authors

1 Department of Architecture, School of architecture and environmental design, Iran University of science and technology

2 Department of Urban Planning, Faculty of Architecture and Urban Planning, Iran University of Science and Technology, Tehran, Iran

10.22059/jurbangeo.2022.329836.1577

Abstract

A significant part of the mental image of people is affected by the landscape fundamental qualities. It is not evident how and to what extent the public place landscape qualities are affected concerning the mental image of the brand created by the commercial-entertainment axes. In this regard, the current study aims to development of practical topics in promoting the mental image of the brand affected by landscape and seeks to investigate and analyze the qualities affecting the commercial-recreational axis mental image of the study area. The type of research is developmental-applied in terms of purpose, and its methodological approach is mixed. A purposeful method was used for sample selection, and the number of sample elements was determined based on the method of determining the sample size for an unlimited community. Findings reveal that a set of important qualities of the business-entertainment-oriented dimension of studies, as a public place, explain and estimate a total of 81% of the changes in the mental image of the created brand. The effect of diversity (form), eye-catching, and visual proportions qualities are not significant according to the environmental conditions of the study, but the effect of the qualities of sensory richness, continuity, symmetry, personalization, and legibility is not significant. Consequently, it can be said that the landscape dimension qualities of the place can play a role in branding processes, and paying attention to them, along with other dimensions of the place, deliver the ground for the prosperity and development of the brand mental image.

Keywords

References

  1. Abu-Ghazzeh, T. M. (2000). Environmental messages in multiple-family housing: Territory and personalization. Landscape Research, 25 (1), 97-115.
  2. Ahmed, B., Hasan, R., & Maniruzzaman, K. M. (2014). Urban morphological change analysis of Dhaka City, Bangladesh, Using Space Syntax. ISPRS International Journal of Geo-Information, 3 (4), 1412-1444.
  3. Avraham, E., & Ketter, E. (2007). Media strategies for marketing place in crisis: improving the image of cities, countries and tourist destination. oxford: butterworth Heinemann.
  4. Avraham, E. (2004), Media strategies for improving an unfavorable city image. Cities, 21 (6), 471-479.
  5. Beerli, A. & Martın, J. (2004). Factors Influencing Destination Image. Annals of Tourism Research, 31 (3), 657–681.
  6. Behzadfar, M. (2008). Urban design concepts. Tehran: Urban Planning & Architecture Research Center of Iran. [In Persian].
  7. Behzadfar, M. (2019). Design Principles of City Gateway Corridors. Tehran: Iran University of Science and Technology Press. [In Persian].
  8. Boeing, G. (2019). Spatial information and the legibility of urban form: Big data in urban morphology. International Journal of Information Management, (Article in press), 1–9.
  9. Canter, D. (1977). The Psychology of Place. London: Architectural Press.
  10. Carmona, M., Heath, T., Oc, T., & Tiesdell, S. (2003). Urban Spaces-Public Places: The Dimensions of Urban Design. London: Architectural Press.
  11. Chang, P. J. (2020). Effects of the built and social features of urban greenways on the outdoor activity of older adults. Landscape and Urban Planning, 204, 1–13.
  12. Coletti, R., & Rabbiosi, C. (2021). Neighbourhood branding and urban regeneration: performing the ‘right to the brand’ in Casilino, Rome. Urban Research and Practice, 14 (3), 264–285.
  13. Collins, B. (2021). Place Branding and Its Discontents: The Politics and Management of Neighborhood Governance Systems. Journal of Planning Education and Research, (1993), 1–13.
  14. Cudny, W., Comunian, R., & Wolaniuk, A. (2020). Arts and creativity: A business and branding strategy for Lodz as a neoliberal city. Cities, 100, 1–10.
  15. Ekhlasi, A. (2012). Principles of branding. Tehran: Elmi Publication. [In Persian].
  16. Fathi, S., Sajadzadeh, H., Sheshkal, F. M., Aram, F., Pinter, G., Felde, I., & Mosavi, A. (2020). The role of urban morphology design on enhancing physical activity and public health. International Journal of Environmental Research and Public Health, 17 (7), 1–29.
  17. Ghalehnoee, M., Delake, H., & Samare Mohsen Beigi H. (2018). Evaluation Of The Quality Of Landscape In Walkways, Using Note-Taking Technique And Analyzing Visual Elements Of Landscaping (Case Study: Harouniyeh Historical Context Of Isfahan). Mmi, 7 (14), 139-145. [In Persian].
  18. Golkar, K. (2001). Constructive Components of Urban Design Quality. Soffeh, 32, 38–65. [In Persian].
  19. Gorgul, E., Luo, L., Wei, S., & Pei, C. D. (2017). Sense of Place or Sense of Belonging? Developing Guidelines for Human-centered Outdoor Spaces in China that Citizens Can be Proud of. Procedia Engineering, 198, 517–524.
  20. Górska-Warsewicz, H. (2020). Factors determining city brand equity-A systematic literature review. Sustainability (Switzerland), 12 (19), 1–35.
  21. Habibi, R. (2008). Mental images and the concept of place. Journal of Honar-ha-ye Ziba, 35, 39-50. [In Persian].
  22. Hafeznia, M. R. (2012). An Introduction to the Research Method in Humanities. Tehran: Samt Publication. [In Persian].
  23. Hara, T. (2006). Possibilities for consideration of the needs of those with low vision in urban design and construction. Folia Ophthalmologica Japonica, 57 (6), 418–424.
  24. Joseph, J., Sivakumaran, B., & Mathew, S. (2020). Does Loyalty Matter? Impact of Brand Loyalty and Sales Promotion on Brand Equity. Journal of Promotion Management, 26 (4), 524–543.
  25. Karim, S., & Cahana, B. (2007). Branding Places: Re-Presenting Urban Image of Neve Yosef & Neve Paz, Fac ulty of Architecture and Town Planning Technion, Israel Institute of Technology.
  26. Kaushal, V., Sharma, S., & Reddy, G. M. (2019). A structural analysis of destination brand equity in mountainous tourism destination in northern India. Tourism and Hospitality Research, 19 (4), 452–464.
  27. M. (2004). from city marketing to city branding: Towards a theoretical framework for developing city brands, Place Branding, 1, 58–73.
  28. Kim, Y. H., Li, H., & Nauright, J. (2018). A destination development by building a brand image and sport event tourism: a case of Sport City USA. Sport in Society, 21 (8), 1196–1203.
  29. C.-J. (2013). Effects of sport mega-events on city brand awareness and image: using the 2009 world games in Kaohsiung as an example. Springer.
  30. López-Rodríguez, A., Escribano-Bombín, R., Hernández-Jiménez, V., & Bell, S. (2019). Perceptions of ecological and aesthetic quality by natural resource professionals and local people. A qualitative exploration in a mountainous landscape (La Rioja, Spain). Landscape Research, 44 (2), 241–255.
  31. Ma, W., de Jong, M., Hoppe, T., & de Bruijne, M. (2021). From city promotion via city marketing to city branding: Examining urban strategies in 23 Chinese cities. Cities, 116, 1–16.
  32. McCunn, L. J., & Gifford, R. (2021). Place imageability, sense of place, and spatial navigation: A community investigation. Cities, 115, 1-8.
  33. Montenegro-Miranda, Y. J. y. (2019). Qualities of the built housing landscape and its impact on the morphology and densities of bogotÁ | Cualidades del paisaje construido de la vivienda y su impacto en la morfología y densidades de bogotá. Revista INVI, 34 (96), 105–126.
  34. Montenegro-Miranda, Y. J. y. (2019). Qualities of the built housing landscape and its impact on the morphology and densities of bogotÁ | Cualidades del paisaje construido de la vivienda y su impacto en la morfología y densidades de bogotá. Revista INVI, 34 (96), 105–126.
  35. Nagaynay, C., & Lee, J. (2020). Place branding and urban regeneration as dialectical processes in local development planning: A case study on the Western Visayas, Philippines. Sustainability (Switzerland), 12 (1), 1–20.
  36. Olascoaga, J. (2003). Development of a new approach for appraising the aesthetic quality of cities. Texas: Texas Tech University.
  37. Partovi, P. (2008). Phenomenology of place. Tehran: Farhangestan-e Honar Press. (In Persian)
  38. Peimani, N., & Kamalipour, H. (2020). Access and forms of urbanity in public space: Transit urban design beyond the global north. Sustainability (Switzerland), 12 (8), 1-19.
  39. Punter, J. (1999). Design Guidelines in American Cities. Liverpool: Liverpool University Press.
  40. Radosavljević, U., Đorđević, A., Živković, J., Lalović, K., & Đukanović, Z. (2020). Educational projects for linking place branding and urban planning in Serbia. European Planning Studies, 28 (7), 1431–1451.
  41. Remm, T. (2016). Textualities of the city - From the legibility of urban space towards social and natural others in planning. Sign Systems Studies, 44 (1–2), 34–52.
  42. Roddier, M. (2019). The Semiopathic City: notes on urban legibility [Erkennbarkeit]. New Writing, 16 (4), 462–483.
  43. Rossetti, T., Lobel, H., Rocco, V., & Hurtubia, R. (2019). Explaining subjective perceptions of public spaces as a function of the built environment: A massive data approach. Landscape and Urban Planning, 181, 169–178.
  44. Ruan, W.-Q., Zhang, S.-N., Liu, C.-H., & Li, Y.-Q. (2020). A new path for building hotel brand equity: the impacts of technological competence and service innovation implementation through perceived value and trust. Journal of Hospitality Marketing & Management, 29 (8), 911–933.
  45. Saidi, M. (2021). Analyzing (Exploring) the Backgrounds Making of Behavioral Patterns of Citizens in Public Place (Case Study: Valiasr Street of Tehran City).D. Dissertation in Urban Development, Supervisor: M. Behzadfar & R. Kheyrodin, Iran University of Science and Technology. [In Persian].
  46. Shen, J., Gao, Z., Ding, W., & Yu, Y. (2017). An investigation on the effect of street morphology to ambient air quality using six real-world cases. Atmospheric Environment, 164, 85–101.
  47. Smith, A. (2005). Conceptualizing City Image Change: The ‘Re-Imaging’ of Barcelona. Tourism Geographies, 7(4), 398-423.
  48. Spirn, A.W. (2005). The Language of Landscape. Translated by S. H. Bahreini & B. Aminzadeh, Tehran: University of Tehran. [In Persian].
  49. Tasci, A.D. (2007). Conceptualization and operationalization of destination image. Journal of Hospitality & Tourism Research, 31 (2), 194-223.
  50. Yue, H., & Zhu, X. (2019). Exploring the relationship between urban vitality and street centrality based on social network review data in Wuhan. China. Sustainability (Switzerland), 11 (16), 1–19.
  51. Zamorano, M. M. (2020). El modelo emprendedor de políticas culturales y el destination branding: Un análisis a partir del filme vicky cristina barcelona. Eure, 46 (139), 91–112.
Geographical Urban Planning Research (GUPR)
Volume 10, Issue 1
April 2022
Pages 23-38

Files

Share

How to cite

Statistics