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:: Volume 6, Issue 4 (2-2021) ::
2021, 6(4): 207-228 Back to browse issues page
Investigation the Impact of Interaction among Identity and Image of Place Brand on Investment Attractiveness
Ali Javani, Samad Aali *, Alireza Bafandeh Zendeh, Yaguob Alavimatin
Tabriz branch, Islamic Azad University
Abstract:   (1494 Views)
Researchers recently developed place brand theory dynamically to reflect place identity in order to attract and maintain invest in long term and develop economy. Aim of this research is to develop comprehensive model of investment attractiveness from place branding perspective empirically to increase investment attractiveness in gas industry. In this research 300 questionnaires completed by available executives and experts of National Gas Company. Constructs Reliability (Cronbach's α, CR and AVE) and validity test was conducted by confirmatory factor analysis. Then the hypotheses of research were examined by structural equation modeling approach. Findings show that the place brand identity has a direct positive effect and place brand image has an indirect positive effect on investment attractiveness through place brand identity. Also, place brand identity and place brand image has mutual dynamic positive effect on each other. At same time these two factors are able to collectively explain about 78% of investment attractiveness.
Keywords: Place brand, Place brand identity, place brand image, investment attractiveness, gas industry
Full-Text [PDF 609 kb]   (334 Downloads)    
Type of Study: Research | Subject: Special
Received: 2020/05/24 | Accepted: 2020/12/14 | Published: 2021/02/18
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Javani A, Aali S, Bafandeh Zendeh A, Alavimatin Y. Investigation the Impact of Interaction among Identity and Image of Place Brand on Investment Attractiveness. Quarterly Journal of Energy Policy and Planning Research 2021; 6 (4) :207-228
URL: http://epprjournal.ir/article-1-804-en.html

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Volume 6, Issue 4 (2-2021) Back to browse issues page
مجله پژوهش های برنامه ریزی و سیاستگذاری انرژی Journal of Energy Planning And Policy Research
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