واکاوی بازآفرینی بافتهای فرسوده از منظر برندسازی شهری (مطالعه موردی بافت فرسوده شهر کرد). (Persian)

Analyzing Worn-Out Texture Regeneration from Urban Branding Perspective Using Structural Equation Modeling (SEM) (Case Study: Worn-Out Texture of Shahr-e-Kord). (English)

Urban regeneration, a contemporary approach to revitalizing worn-out urban areas, has a tremendous impact on the quality of life and sustainability of residents. When combined with creative strategies like urban branding, this approach can spur the growth and enhancement of dilapidated urban fabric, ultimately boosting a city's competitiveness. The primary aim of this research was to analyze and model the regeneration of the worn-out urban areas of Shahr-e-Kord from urban branding perspective. The worn-out tissue of Shahr-e-Kord was selected as a case study. This was an applied research study with a descriptive-correlational purpose. The data were collected through documentary and field methods. The statistical population included 8292 residents of Shahr-e-Kord worn-out fabric with a sample of 367 participants selected using Cochran's formula. The questionnaires were completed by 400 participants using cluster sampling and simple classification. Structural Equation Modeling (SEM) in PLS software was employed for data analysis. The results indicated that physical and spatial interventions (path coefficient of 0.508) had the most significant impact on the effective regeneration of Shahr-e-Kord worn-out fabric followed by marketing and place promotion components (coefficient of 0.355). Non-spatial interventions (0.214) and indirect marketing effects (0.180) ranked lower in influence. Furthermore, the findings demonstrated a strong, positive, and significant influence of the branding variable on the regeneration of the worn-out urban fabric with an impact coefficient of 0.833. This suggested that a change in urban branding factors and components could lead to favorable changes in urban regeneration variables. [ABSTRACT FROM AUTHOR]

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