关键词: 品牌效应, 全国文明城市, 流动人口, 居留意愿

Abstract: In modern societyies, the signals released by brands carry important meaning. Drawing on 2012-2016 China Migrants Dynamic Survey data and taking “National Civilized City” as a quasiexperiment, this paper explores the impact of the promotion of city brand value on migrants' settlement intentions within a difference-in-differences framework. The results show that the promotion of city brand value can significantly improve migrants' settlement intentions, and this effect is stronger for migrants in younger generation, with shorter migration experience, higher income and educational level, and without home ownership in host cities. Moreover, the brand of “National Civilized City” makes cities with higher administrative level, higher household registration threshold, higher per capita income, and more adequate educational and medical resources more attractive. This study emphasizes the key role of city brand value in promoting a new type of people-centered urbanization and sheds light on how to promote newtype city construction and urban social integration.