Millennial cultural consumers : Co-creating value through brand communities
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.
Item Type | Article |
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Uncontrolled Keywords | value creation; customer experience; brand communities; cultural organizations; millennials |
Date Deposited | 26 Jul 2024 17:31 |
Last Modified | 26 Jul 2024 17:32 |
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