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Value in marketing Toward sociocultural perspectives
Date
2014-03-01
Author
Karababa, Eminegül
Kjeldgaard, Dannie
Metadata
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This work is licensed under a
Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
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This commentary addresses recent debates in marketing research on the elusiveness of the notion of value, with the aim of starting a dialogue on the possibility of developing a comprehensive and culturally informed understanding of value and value creation processes. First, we provide an overview of the predominant uses of value in marketing and consumer research literature and discuss them in relation to three abstract conceptions of value. We show the interconnectedness of these value types in market and consumption contexts. Next, we suggest possible avenues that have their foundations in the notion of field, practice theory, and markets as networks approaches, in order to conceptualize complexity in value and value creation processes.
Subject Keywords
Marketing
URI
https://hdl.handle.net/11511/47699
Journal
MARKETING THEORY
DOI
https://doi.org/10.1177/1470593113500385
Collections
Department of Business Administration, Article