Ecology capacities in promoting Tabriz city Market brand

Document Type : Science - Research

Authors

1 Ph.D. Department of Geography and Urban Planning, University of Mohaghegh Ardebili, Ardebil, Iran.

2 Professor, Department of Geography and urban Planning, University of Mohaghegh Ardebili, Ardebil, Iran

3 Associate, Department of Business Management, University of Mohaghegh Ardebili, Ardebil, Iran.

4 Associate Professor, Department of Geography and Urban Planning, University of Tabriz, Tabriz, Iran.

Abstract

The question that can be asked is what effect this kind of attention, ie contextualism, has on the Tabriz Bazar’s brand equity. This research has been done with a mixed method approach with a sequential exploratory scheme (first a qualitative method and then a quantitative method). In the first stage, experts were interviewed to extract the contextualist model of traditional commercial spaces, which did not exist before, and the data obtained from interviews with experts were evaluated using thematic analysis. The results of this analysis showed the pattern of contextualization of traditional commercial spaces. Then, after compiling the contextual questions in the form of a questionnaire, the complete questionnaire - which included the contextual questions and brand equity - was distributed and collected among 374 tourists in Tabriz Bazar. The data were then tested using Smart-Pls software and structural equation modeling. Findings show that from the perspective of Tabriz Bazar tourists, contextualism had a positive effect on brand equity. As a result, the contextualism model obtained in the present study and the preservation of social, cultural and historical values can be used to strengthen the special value of the Tabriz Bazar brand.

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Main Subjects

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History

  • Receive Date: 26 July 2020
  • Revise Date: 10 March 2022
  • Accept Date: 20 October 2020

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