University of Hertfordshire

Millennial cultural consumers: Co-creating value through brand communities

Research output: Contribution to journalArticlepeer-review

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Millennial cultural consumers : Co-creating value through brand communities. / Halliday, Sue; Astafyeva, Alexandra.

In: Arts Marketing, Vol. 4, No. 1/2, 2014, p. 119-135.

Research output: Contribution to journalArticlepeer-review

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Author

Halliday, Sue ; Astafyeva, Alexandra. / Millennial cultural consumers : Co-creating value through brand communities. In: Arts Marketing. 2014 ; Vol. 4, No. 1/2. pp. 119-135.

Bibtex

@article{47e62674c0c44baea82e4a8ae0236904,
title = "Millennial cultural consumers: Co-creating value through brand communities",
abstract = "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.",
keywords = "value creation; customer experience; brand communities; cultural organizations; millennials",
author = "Sue Halliday and Alexandra Astafyeva",
year = "2014",
doi = "10.1108/AM-01-2014-0003",
language = "English",
volume = "4",
pages = "119--135",
journal = "Arts Marketing",
issn = "2044-2084",
publisher = "Emerald",
number = "1/2",

}

RIS

TY - JOUR

T1 - Millennial cultural consumers

T2 - Co-creating value through brand communities

AU - Halliday, Sue

AU - Astafyeva, Alexandra

PY - 2014

Y1 - 2014

N2 - 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.

AB - 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.

KW - value creation; customer experience; brand communities; cultural organizations; millennials

U2 - 10.1108/AM-01-2014-0003

DO - 10.1108/AM-01-2014-0003

M3 - Article

VL - 4

SP - 119

EP - 135

JO - Arts Marketing

JF - Arts Marketing

SN - 2044-2084

IS - 1/2

ER -