Evaluation of Influencing Factors on Determining Brand for Small Cities, Case Study: Aran & Bidgol City

In the present study, the effective factors on determining brand for small cities have been evaluated and the city of Aran&Bidgol was selected as case study. According to the paper’s literature, brand is not limited to metropolitans and small cities can as well use metropolitans’ methods of branding. Therefore variables of landscape strategy, infrastructure projects, managerial and organizational structure, city behavior, city image and city brand was considered and with a reference to the literature of the research, the proposed model and research’s hypotheses were developed. The data of the research was gathered using 197 questionnaires and structural equationional modeling and Amos software were used for testing the hypotheses of the research and studying the relationship of variables of research’s model. Significant regression coefficients with the benefit of P-value were used for studying the relation between the variables. Results show that landscape strategy, infrastructure projects, managerial and organizational structure and city behavior has an impact on city brand. Also the city image of Aran and Bidgol has an influence on city brand and mediates the relation between the three domains –landscape strategy, infrastructure projects and managerial and organizational structure- and city brand but does not mediate the relation between city behavior and city brand.

کلیدواژه ها:

City Marketing ، City Brand ، Small City