مطالب

The purpose of this study is to conceptualize the Integrated Brand Engagement (IBE) with inductive approach based on data collected through interviews at Iran Khodro, Saipa, Bahman Group, Kerman Motor and Pars Khodro (during 2008-2010). The interviewees are Iranian automobile brand experts. Applying the grounded theory (GT), we could theorize the process in shaping IBE with the aim of proposing an integrated picture of brand engagement as a third paradigm. Bearing in mind the strategic role of the proposed topic in companies’ survival, we got into introducing brand for recognizing the engagement factors and then created the integrated brand engagement which let automobile industries’ owners foresee and determine better. In this theory, "Brand Equity" is the central phenomenon whereas “Integrated Marketing Communication (IMC) " is the causal condition. The central phenomenon is expressed in a set of actions and interactions, which is referred as “Customer Engagement". On the other hand, the Integrated Brand Communication (IBC) (as context conditions) and Shareholders Engagement elements (as intervening conditions) stabilize and expand the concept of engagement in the proposed model. The main consequence of this phenomenon is “Brand Engagement” leading to increase the long-term loyalty of customers, staffs and shareholders. These conditions lead all people who directly and/or indirectly involve with brand to advocate the brand because they have sense of belongingness and engagement to the brand even if they do not buy that product.

Ecological destruction in human-dominated landscapes has significant impacts on environment sustainability internationally. Landscape planning can play a role in mitigating the effects of human-related activities. One element of landscape planning involves the analysis of the biological, spatial and social arrangement of areas in an urban environment and identifying characteristics that are underrepresented in urban natural public spaces. In this study, the quality of public spaces resulting from the regeneration of Tehran’s river-valleys’ natural environment is assessed in relation to landscape ecology principles. We use the components of Bio-spatial-social Logic, Eco-environmentalsocietal Function, Mind-experiential-aesthetic Logic and Eco-environmental-societal Excellence, as the components of a framework, to exامینe the quality of existing urban natural public spaces and to define deficiencies in the current urban landscape system. Based on multivariate ecological, environmental and societal space, the evaluation made by this component model indicates that the principles of landscape ecology have been disregarded in Tehran’s Rivervalleys land development and various ecological problems have been evolved from its river-valleys’ regenerating projects. Our criterion is based on the alteration of landscape’s content composition and spatial configuration variables to eco-environmental-societal excellence features. The analysis provides a systematic, function evaluation of urban natural public spaces, in three hierarchical levels of Environmental Equilibrium, Geographical-anthropological Sustainability and Eco-environmental-societal Excellence features. Some strategies are introduced for Tehran’s rivervalleys’ landscape variables change.