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dc.contributor.authorHalliday, Sue
dc.contributor.authorAstafyeva, Alexandra
dc.date.accessioned2014-12-10T17:02:29Z
dc.date.available2014-12-10T17:02:29Z
dc.date.issued2014
dc.identifier.citationHalliday , S & Astafyeva , A 2014 , ' Millennial cultural consumers : Co-creating value through brand communities ' , Arts Marketing , vol. 4 , no. 1/2 , pp. 119-135 . https://doi.org/10.1108/AM-01-2014-0003
dc.identifier.otherPURE: 7844886
dc.identifier.otherPURE UUID: 47e62674-c0c4-4bae-a82e-4a8ae0236904
dc.identifier.urihttp://hdl.handle.net/2299/14923
dc.description.abstractThe 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.en
dc.language.isoeng
dc.relation.ispartofArts Marketing
dc.rightsOpen
dc.subjectvalue creation; customer experience; brand communities; cultural organizations; millennials
dc.titleMillennial cultural consumers : Co-creating value through brand communitiesen
dc.contributor.institutionHertfordshire Business School
dc.contributor.institutionDepartment of Marketing and Enterprise
dc.contributor.institutionSocial Sciences, Arts & Humanities Research Institute
dc.contributor.institutionMarketing Insight Research Unit
dc.contributor.institutionCentre for Research on Management, Economy and Society
dc.description.statusPeer reviewed
dc.relation.schoolHertfordshire Business School
dc.description.versiontypeFinal Accepted Version
dcterms.dateAccepted2014
rioxxterms.versionAM
rioxxterms.versionofrecordhttps://doi.org/10.1108/AM-01-2014-0003
rioxxterms.typeJournal Article/Review
herts.preservation.rarelyaccessedtrue
herts.rights.accesstypeOpen


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