The Consequences of Branding Islamic–Iranian Urban Identity Using Urban Media
Keywords:
branding, islamic iranian identity , media , urban mediaAbstract
This study aimed to identify and conceptualize the consequences of branding Islamic–Iranian urban identity through urban media. This applied qualitative study employed a grounded theory approach. The research population consisted of experts in urban management, media, culture, and architecture, from whom 36 participants were purposively selected until theoretical saturation was achieved. Data were collected through semi-structured interviews and analyzed using open, axial, and selective coding in MAXQDA-2024. Trustworthiness was ensured through credibility, transferability, dependability, and confirmability criteria. The findings revealed that the consequences of Islamic–Iranian identity branding via urban media comprise 200 indicators categorized into seven core dimensions. These dimensions significantly contribute to strengthening national pride and place attachment, improving urban landscape quality, fostering endogenous economic development and soft competitive advantage, enhancing global urban image, increasing institutional synergy, reinforcing social capital and civilizational resilience, and promoting spiritual well-being and ethical-religious behaviors. The results highlight the central role of urban media in shaping collective perceptions and identity narratives. Islamic–Iranian identity branding represents a long-term cultural–civilizational process that, when strategically implemented through urban media, can enhance identity cohesion, social integration, and sustainable urban development.
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