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        Millennial cultural consumers : Co-creating value through brand communities

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        906955.pdf (PDF, 276Kb)
        Author
        Halliday, Sue
        Astafyeva, Alexandra
        Attention
        2299/14923
        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.
        Publication date
        2014
        Published in
        Arts Marketing
        Published version
        https://doi.org/10.1108/AM-01-2014-0003
        Other links
        http://hdl.handle.net/2299/14923
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