Urban Branding and Talent Migration: The Role of Urban Image in Shaping Migration Decisions
This study explores how urban branding intervenes in the formation and realization of migration aspirations and capabilities among talent migrants, using Chengdu as a case study. Based on the Aspirations–Capabilities framework, this study applies mixed-methods analysis, combining quantitative data analysis, digital ethnography (analyzing government urban branding narratives and post-migrants’ expe