Millennial cultural consumers: Co-creating value through brand communities

Sue Halliday, Alexandra Astafyeva

Research output: Contribution to journalArticlepeer-review

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The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and retain younger audiences in arts organisations. With that the authors single out for attention how 'brand community' theory might apply.This paper contributes to the knowledge development of such concepts as value and brand communities. It also provides an explanation of these concepts connecting academic thought on value with pressing management challenges for arts organisations, suggesting ways to apply brand community thinking to innovatively conceptualised MCCs.
Original languageEnglish
Pages (from-to)119-135
JournalArts Marketing
Issue number1/2
Publication statusPublished - 2014


  • value creation; customer experience; brand communities; cultural organizations; millennials


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