Investigating the Relationship between Big Events and Ecological Tendencies on City Brand Attitudes and Life Quality (Case Study of Metropolitan City of Rasht Citizens)

The overall aim of this study is to investigate the relationship between big events and ecological trends on City brand attitudes and quality of life. The research method is descriptive and its purpose is applied. The data gathering method is a field and its tool is a questionnaire. The statistical population of this research is Rasht city citizens. The minimum sample size required was 418 people. 500 questionnaires distributed among citizens. Finally, 421 valid questionnaires were collected and data were analyzed using SPSS 22 and Smart PLS 2 softwares. Data analysis showed that at 95% level, there is a significant relationship emotional experience in big events with urban brand attitudes and ecological trends; ecological tendencies have a significant relationship with City brand attitudes, as well as urban brand attitudes have a significant relationship with life quality of citizens.