What is it about?
While it seems there are very few studies on the branding process for megaprojects in entertainment, residential, tourism, and sport, branding is one of the most important factors in these types of projects. This study has particularly tried to devise a branding model for these types of projects that corresponds to Persian characteristics.
Featured Image
Why is it important?
Currently, there is no special model for multipurpose megaprojects in Iran. In fact, extant studies conducted globally have considered that the branding of these projects almost all focus on city or destination branding. This study considers branding issues from the initial phases of planning and constructing.
Perspectives
In Iran, since there is no special model in this field, the grounded theory approach was used to hypothesize and outline the aspects of the model. In-depth interviews corresponding to grounded theory were conducted. The main phenomenon relates to the branding process for megaprojects in entertainment, residential, tourism, and sport. Causal, contextual, and intervening conditions are all explored, and the results are introduced as a comprehensive model.
Kamal Rahmani
University of Otago
Read the Original
This page is a summary of: Devising a branding model for multipurpose mega-projects in entertainment, residential, tourism, and sport in Iran, Journal Of Vacation Marketing, December 2013, SAGE Publications,
DOI: 10.1177/1356766713494206.
You can read the full text:
Contributors
The following have contributed to this page
