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Millennial cultural consumers: co-creating value through brand communities

Sue Vaux Halliday ( Marketing and Enterprise Department, Hertfordshire Business School, University of Hertfordshire, Hatfield, UK)
Alexandra Astafyeva ( Marketing and Enterprise Department, Hertfordshire Business School, University of Hertfordshire, Hatfield, UK)

Arts Marketing: An International Journal

ISSN: 2044-2084

Article publication date: 30 September 2014

3233

Abstract

Purpose

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. Within that the authors single out for attention how “brand community” theory might apply to MCCs.

Design/methodology/approach

This paper is a conceptual paper that reviews and comments on concepts relevant to helping arts organisations develop strategies to attract and retain younger consumers in their audiences.

Findings

Thoughtful conceptual insights and four research propositions for further work by academics and/or practitioners on Millennials and the art and culture world are derived from this review and commentary. Managerial implications are also drawn out.

Originality/value

This paper contributes to the knowledge development of such concepts as value and brand communities. It also provides an explanation of these concepts conncecting academic thought on value with pressing management challenges for arts organisations, suggesting ways to apply brand community thinking to innovatiely conceptualised MCCs.

Keywords

Citation

Vaux Halliday, S. and Astafyeva, A. (2014), "Millennial cultural consumers: co-creating value through brand communities", Arts Marketing: An International Journal, Vol. 4 No. 1/2, pp. 119-135. https://doi.org/10.1108/AM-01-2014-0003

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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