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Millennial cultural consumers: co-creating value through brand communities

Sue Vaux Halliday & Alexandra Astafyeva

Arts and the Market (formerly Arts Marketing)2014https://doi.org/10.1108/am-01-2014-0003article
ABDC C
Weight
0.53

What the paper says

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.

28 citations

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https://doi.org/https://doi.org/10.1108/am-01-2014-0003

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@article{sue2014,
  title        = {{Millennial cultural consumers: co-creating value through brand communities}},
  author       = {Sue Vaux Halliday & Alexandra Astafyeva},
  journal      = {Arts and the Market (formerly Arts Marketing)},
  year         = {2014},
  doi          = {https://doi.org/https://doi.org/10.1108/am-01-2014-0003},
}

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Millennial cultural consumers: co-creating value through brand communities

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Evidence weight

0.53

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.48 × 0.4 = 0.19
M · momentum0.76 × 0.15 = 0.11
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.