Devising a branding model for multipurpose mega-projects in entertainment, residential, tourism, and sport in Iran
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abstract
Purpose: 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. Design/methodology/approach: 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. Findings: 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. Originality/value: 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.
