Document Type : Original Research Paper

Authors

• Samira Saeidi ¹
• Mohammad Hassan Yazdani ²

¹ Ph.D. Candidate in Geography and Urban Planning, Faculty of Geography and Urban Planning, University of Mohaghegh Ardabili , Ardabil. iran.

² Associate Professor, Faculty of Geography and Urban Planning, University of Mohaghegh Ardabili , Ardabil. iran.

Abstract

In the last decades of the twentieth century, due to environmental concerns arising from the urbanization of modernism, urban planners sought new paradigms of sustainable development in search of the ideal form for sustainable cities, because the scattered development and horizontal expansion of cities cause varioussocio-economic and physical disorders.The aim of this study was to investigate the brand position of villas and high-rise apartments from the perspective of residents using perceptual drawing In this regard, the application of the brand value of single-family houses to residential towers has been studied in order to upgrade the city and prevent the horizontal development of the city for future planning in Ardabil.The present study is applied in terms of purpose and descriptive-analytical in terms of method.The present study is applied in terms of purpose and descriptive-analytical in terms of method.The required information in this study has been collected through field and documentary methods. The statistical population of the study corresponds to the residents of villas and high-rise apartments who have previously lived in high-rise apartments and villas, respectively. For data analysis, SPSS software and one-sample ttest, Pearson correlation coefficient and perceptual map were used. According to the findings of the present study, there is a difference between residents' views on the brand position of villas and short apartments with residentialtowers. And villas and short apartments are in a better position than residential towers in terms of image. And villas and short apartments are in a better position than residential towers in terms of image. Also in terms of housing satisfaction, residential towers are in a better position than villas and short apartments.According to the results of the present study, according to the strengths of high-rise apartments, it is possible to plan future measures for sustainable development and urban development and high-riseconstruction in Ardabil.

Keywords

• housing brand loyalty
• housing brand image
• perceptual mapping technique
• structural equations
• Ardabil city

Main Subjects

• Planning