University of Hertfordshire

Millennial cultural consumers: Co-creating value through brand communities

Research output: Contribution to journalArticlepeer-review


  • 906955

    Accepted author manuscript, 276 KB, PDF document

  • Sue Halliday
  • Alexandra Astafyeva
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Original languageEnglish
Pages (from-to)119-135
JournalArts Marketing
Publication statusPublished - 2014


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.

ID: 7844886