Authors : Anoshiravan Bafandkar and Fazlollah Kazemi
Abstract: Today, creation and maintenance of city brand is one of the main points considered by the urban managers and it is an issue that being successful in it can bring welfare, prosperity and happiness of the citizens as well as keeping the cities alive. The first step towards creating an city brand is to recognize the factors that are effective and play a role in creating an city brand for each place. Therefore, the purpose of this research is to review the effective key factors in the creation of city brand of the city Shiraz. In order to analyze the research data, statistical techniques of structural equations modeling have been used including a combination of path diagram and confirmatory factor analysis. The findings of this research show that the variables forming the model for creating the city brand of the city Shiraz, in order of preference and rank, include: historical, religious and cultural heritage, tourism attractions, transportation and communications infrastructures, service range, environment, valid educational centers, international status, urban culture, social problems and the last priority is the business opportunities.
Anoshiravan Bafandkar and Fazlollah Kazemi, 2016. Explaining the Effective Factors in the Shiraz City Urban Branding in Order to Determine the Urban Management Strategy. International Business Management, 10: 4470-4477.