How cities can attract highly skilled workers as residents: the impact of city brand benefits
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 13 November 2018
Issue publication date: 7 December 2018
Abstract
Purpose
The purpose of this study is to investigate the effects of city brand benefits (cost efficiency, job chances, social life, recreation and self–brand connection) on highly skilled, potential residents’ attitudes toward the city brand.
Design/methodology/approach
A literature analysis and qualitative study inform a conceptual model, which is tested with structural equation modelling using 354 evaluations of the six largest German cities by 294 highly skilled, potential residents, in terms of their perceptions of city brand benefits and attitudes.
Findings
Social life and self–brand connection positively affect the city brand attitudes of highly skilled, potential residents. In contrast, cost efficiency, job chances and recreation do not affect these attitudes.
Research limitations/implications
The relevance of city brand benefits might be specific to a country or culture, so further research should test the conceptual model in other settings, including smaller cities. Further studies might compare the relevance of the effects for actual and potential residents.
Practical implications
Social life emerged as the most important city brand benefit, so cities must ensure they offer and communicate a rich social life. Cities also should identify and communicate congruent characteristics between the city and the self-concepts of relevant target groups.
Originality/value
This study identifies relevant and irrelevant city brand benefits for highly skilled, potential residents. In addition, it establishes self–brand connection as symbolic benefit that previous research into potential residents has not considered.
Keywords
Acknowledgements
This work was funded by Bremeninvest (WFB Wirtschaftsförderung Bremen GmbH).
Citation
Schade, M., Piehler, R., Müller, A. and Burmann, C. (2018), "How cities can attract highly skilled workers as residents: the impact of city brand benefits", Journal of Product & Brand Management, Vol. 27 No. 7, pp. 847-857. https://doi.org/10.1108/JPBM-10-2017-1605
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited