Aranzazu GAZTELUMENDI

ranzazu “Aranza” GAZTELUMENDI is specializing in arts, culture, and the creative industries. She holds a PhD in Marketing from the University of Burgundy and has an interdisciplinary background combining marketing, cultural management, and artistic training, including a Bachelor of Fine Arts and graduate studies in the theory and practice of contemporary art.   Her research examines how consumers perceive and respond to innovation, creativity, and the positions taken by organizations and cultural actors. Her work focuses in particular on artistic innovation, consumer participation, activism, and sustainability communication. She studies how these dimensions influence audience perceptions, experiences, and behavioral responses in cultural and creative contexts, including live performance, film, and design. She also has professional experience as a visual artist and cultural project manager.