Author/Authors :
Heshmati، Farangis نويسنده Masters Student, Department of Social Sciences, Shahid Bahonar University, Kerman, Iran , , Hosseini، Tarkan نويسنده Masters Student, Department of Business Administration and Export Affairs, Payam Noor University of Tehran West, Tehran, Iran , , Keyvan، Yasmin نويسنده Masters Student, Department of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran ,
Abstract :
This paper presents a survey on the role of citizenship education in development of urban branding in city of Tehran, Iran. The study considers the effects of attitude, subjective norms, perceived control and intend adopted by the local community on development of urban branding. We design a questionnaire in Likert scale and distributes it among 400 randomly chosen people in city of Tehran, Iran. Cronbach alphas for all components of the survey are well above the desirable level. Using Pearson correlation test as well as stepwise regression techniques, the study has determined a positive and meaningful effects of perceived control and intend adopted by the local community on urban branding.
