Putting a Price Tag on Cities: Insights into the Competitive Environment of Places

Sebastian Zenker, Felix Eggers, Mario Farsky

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Today cities are in strong competition for companies, tourists, and most of all talents. In order to differentiate one city from another, place marketers increasingly focus on establishing the city as a brand and adopt marketing techniques in order to identify competitors and analyze the impact of their brand image. Thus, the authors provide an analysis technique for quantifying the competitive structure between cities and their perceived differences in the most important image dimensions, with an approach based on a combination of network analysis and an individualized conjoint procedure. Therefore, this article reports a large-scale empirical study with German talents (N = 1006) for the competitive environment of the 15 largest German cities and explores for the first time the use of city image dimensions in monetary terms. Additionally, it compares the two largest German cities (Berlin and Hamburg) using these dimensions and shows the gap between the city image perception of residents and non-residents.
Today cities are in strong competition for companies, tourists, and most of all talents. In order to differentiate one city from another, place marketers increasingly focus on establishing the city as a brand and adopt marketing techniques in order to identify competitors and analyze the impact of their brand image. Thus, the authors provide an analysis technique for quantifying the competitive structure between cities and their perceived differences in the most important image dimensions, with an approach based on a combination of network analysis and an individualized conjoint procedure. Therefore, this article reports a large-scale empirical study with German talents (N = 1006) for the competitive environment of the 15 largest German cities and explores for the first time the use of city image dimensions in monetary terms. Additionally, it compares the two largest German cities (Berlin and Hamburg) using these dimensions and shows the gap between the city image perception of residents and non-residents.
LanguageEnglish
JournalCities
Volume30
Pages133-139
ISSN0264-2751
DOIs
StatePublished - Feb 2013
Externally publishedYes

Keywords

    Cite this

    Zenker, Sebastian ; Eggers, Felix ; Farsky, Mario. / Putting a Price Tag on Cities : Insights into the Competitive Environment of Places. In: Cities. 2013 ; Vol. 30. pp. 133-139
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    Putting a Price Tag on Cities : Insights into the Competitive Environment of Places. / Zenker, Sebastian; Eggers, Felix; Farsky, Mario.

    In: Cities, Vol. 30, 02.2013, p. 133-139.

    Research output: Contribution to journalJournal articleResearchpeer-review

    TY - JOUR

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    T2 - Cities

    AU - Zenker,Sebastian

    AU - Eggers,Felix

    AU - Farsky,Mario

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    Y1 - 2013/2

    N2 - Today cities are in strong competition for companies, tourists, and most of all talents. In order to differentiate one city from another, place marketers increasingly focus on establishing the city as a brand and adopt marketing techniques in order to identify competitors and analyze the impact of their brand image. Thus, the authors provide an analysis technique for quantifying the competitive structure between cities and their perceived differences in the most important image dimensions, with an approach based on a combination of network analysis and an individualized conjoint procedure. Therefore, this article reports a large-scale empirical study with German talents (N = 1006) for the competitive environment of the 15 largest German cities and explores for the first time the use of city image dimensions in monetary terms. Additionally, it compares the two largest German cities (Berlin and Hamburg) using these dimensions and shows the gap between the city image perception of residents and non-residents.

    AB - Today cities are in strong competition for companies, tourists, and most of all talents. In order to differentiate one city from another, place marketers increasingly focus on establishing the city as a brand and adopt marketing techniques in order to identify competitors and analyze the impact of their brand image. Thus, the authors provide an analysis technique for quantifying the competitive structure between cities and their perceived differences in the most important image dimensions, with an approach based on a combination of network analysis and an individualized conjoint procedure. Therefore, this article reports a large-scale empirical study with German talents (N = 1006) for the competitive environment of the 15 largest German cities and explores for the first time the use of city image dimensions in monetary terms. Additionally, it compares the two largest German cities (Berlin and Hamburg) using these dimensions and shows the gap between the city image perception of residents and non-residents.

    KW - Place marketing

    KW - Place branding

    KW - Network analysis

    KW - Conjoint analysis

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