How cities can attract highly skilled workers as residents

the impact of city brand benefits

Michael Schade*, Rico Piehler, Christoph Burmann

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstract


This study investigates which city brand benefits influence the city brand attitudes of highly skilled, potential residents.
Original languageEnglish
Title of host publicationUnderstanding complexity, transforming the marketplace
Subtitle of host publicationProceedings of the 2019 AMA Winter Academic Conference
EditorsSon K. Lam, Markus Giesler, Xueming Luo
Place of PublicationChicago
PublisherAmerican Marketing Association
Number of pages2
ISBN (Print)9780877570035
Publication statusPublished - 2019
Externally publishedYes
Event2019 AMA Winter Academic Conference - Austin, United States
Duration: 22 Feb 201924 Feb 2019


Conference2019 AMA Winter Academic Conference
CountryUnited States


  • place branding
  • city brand benefits
  • city brand attitudes
  • potential residents
  • highly skilled workers

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