How cities can attract highly skilled workers as residents : the impact of city brand benefits on highly skilled, potential residents’ city brand attitudes

An abstract

Michael Schade*, Rico Piehler, Christoph Burmann

*Corresponding author for this work

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

Abstract

Because highly skilled workers greatly improve the economic development of cities, they compete for this important target group. As a consequence, city brand managers face the challenge to identify factors that influence highly skilled workers’ decision for place of residence. Brand attitudes represent a strong predictor of consumer behavior and are mainly determined by brand benefits. Therefore, this paper investigates the effects of city brand benefits (cost efficiency, job chances, social life, recreation, self–brand connection) on highly skilled, potential residents’ attitudes toward a city brand. This is the first study that identifies relevant and irrelevant city brand benefits for highly skilled, potential residents using an adequate method (structural equation modeling). Conducting an online survey, 354 evaluations of the 6 largest German cities obtained from 294 highly skilled, potential residents were collected. The results show that social life emerges as the most important city brand benefit. Self–brand connection also positively affects city brand attitudes. In contrast, the benefits cost efficiency, job chances, and recreation do not affect these attitudes. Based on these results, implications for city brand managers and researchers are derived.
Original languageEnglish
Title of host publicationFinding new ways to engage and satisfy global customers
Subtitle of host publicationProceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC)
EditorsPatricia Rossi, Nina Krey
Place of PublicationCham
PublisherSpringer, Springer Nature
Pages399
Number of pages1
ISBN (Electronic)9783030025687
ISBN (Print)9783030025670
DOIs
Publication statusPublished - 2019
Externally publishedYes
Event 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) - Porto, Portugal
Duration: 27 Jun 201829 Jun 2018

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
PublisherSpringer
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Conference

Conference 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC)
CountryPortugal
CityPorto
Period27/06/1829/06/18

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    Schade, M., Piehler, R., & Burmann, C. (2019). How cities can attract highly skilled workers as residents : the impact of city brand benefits on highly skilled, potential residents’ city brand attitudes: An abstract. In P. Rossi, & N. Krey (Eds.), Finding new ways to engage and satisfy global customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) (pp. 399). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Cham: Springer, Springer Nature. https://doi.org/10.1007/978-3-030-02568-7_108