Explaining the Integrated Model of Communication Messages in Branding the Aras Free Zone

Bahman  Irani; Hossein Honarvar; Mehran  Samadi

Authors

Bahman Irani Department of Communication Science, Ara.C., Islamic Azad University, Tabriz, Iran Author https://orcid.org/0009-0002-8453-4343
Hossein Honarvar Department of Psychology, Urm.C., Islamic Azad University, Urmia, Iran Author https://orcid.org/0000-0002-9696-997X
Mehran Samadi Department of Communication, Ta.C., Islamic Azad University, Tabriz, Iran Author https://orcid.org/0000-0002-2671-7988

Keywords:

Free zone branding, integrated communication messages, place branding, fuzzy DEMATEL, media strategies, brand image, public relations, Aras Free Zone

Abstract

The present study aimed to explain the integrated model of communication messages in branding the Aras Free Zone by identifying the causal and effect relationships among communication and branding components using the fuzzy DEMATEL approach. This research was applied in terms of purpose and descriptive–analytical in terms of methodology and was conducted using a mixed-methods approach. In the qualitative phase, the main communication and branding components were identified through reviewing theoretical foundations, document analysis, and expert interviews. In the quantitative phase, the fuzzy DEMATEL method was employed to analyze the causal relationships among the identified components. The statistical population consisted of experts in branding, communications, media, marketing, and free zone management, from which 20 experts were selected through purposive judgmental sampling. Data were collected using a fuzzy pairwise comparison questionnaire based on triangular fuzzy numbers. The identified components included brand visual identity, media and advertising strategies, social media and digital content, public relations and media interaction, events and exhibitions, and brand image and awareness. Data analysis involved normalization of the fuzzy direct-relation matrix, calculation of the total-relation matrix, and determination of D+R and D−R indices to identify causal and effect factors. The findings demonstrated that “Public Relations and Media Interaction,” “Media and Advertising Strategies,” and “Brand Visual Identity” were categorized as causal and driving factors within the integrated communication system of the Aras Free Zone brand. Among these, public relations exhibited the highest overall importance and impact power based on the D+R and D−R indices. In contrast, “Brand Image and Awareness,” “Social Media and Digital Content,” and “Events and Exhibitions” were identified as effect components with higher levels of dependence on other variables. The results further revealed that effective communication management, message consistency, and coordinated media strategies indirectly improve brand image and audience awareness through mediating communication channels. The extracted causal map confirmed the existence of a dynamic and networked structure among the communication components influencing place branding. The study concluded that successful branding of the Aras Free Zone requires integrated and systematic management of communication messages across all communication channels and platforms. The proposed model highlights the strategic role of visual identity, media policymaking, and proactive public relations in shaping a coherent and sustainable regional brand image.

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