Schade, Michael; Piehler, Rico; Müller, Andreas; … - In: Journal of Product & Brand Management 27 (2018) 7, pp. 847-857
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...