Geographical Urban Planning Research (GUPR)

Geographical Urban Planning Research (GUPR)

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
Mehdi Khakzand 1
mehdi saidi 2
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
landscape qualities
brand mental image
relationship analysis
commercial-recreational axis
Tehran
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Geographical Urban Planning Research (GUPR)
Volume 10, Issue 1
Spring 2022
Pages 23-38