Evaluating the Effectiveness of the “Lovely Tehran” Campaign in Cognitive, Affective, and Behavioral Dimensions

This study evaluated the effectiveness of the “Lovely Tehran” city branding campaign using the hierarchy of effects model across citizens’ cognitive, affective, and behavioral responses. The research was applied in purpose and descriptive‑survey in method. Data were collected through convenience sampling from 152 Tehran university students using a structured questionnaire, and hypotheses were tested through structural equation modeling (SEM) with LISREL. Descriptive analysis showed declining effectiveness across dimensions: cognitive responses (mean = 2.53) ranked above affective (2.42) and behavioral (2.10) ones. SEM results indicated that cognitive response positively affected affective (β = 0.68) and behavioral (β = 0.24) responses, while affective response strongly influenced behavioral response (β = 0.61), emphasizing the role of emotions in turning awareness into action. Although the campaign achieved satisfactory media reach and initial awareness—especially via outdoor advertising—it experienced an “experience gap” in fostering emotional connection and active participation. The findings suggest that mere information transfer cannot generate supportive behavior; for successful place branding, strategies must evolve from advertising‑centric approaches toward experience‑centered initiatives reflecting citizens’ real urban interactions.