Tüketici ve Tüketim Araştırmaları Dergisi, vol.7, no.1, pp.1-21, 2015 (Peer-Reviewed Journal)
This study problematizes the conceptualization of brand value formation
process which is rooted in the productionist and economistic perspectives.
Juxtaposition of different economıc systems such asthe traditional
capitalist economy, the sign economy and thenew ethical economy and
their value logics in contemporary global economic system necessitates
shifts in the perspective on value formation. Utilizing a case study of
value creation process of a British iconic fashion brand, we demonstrate
that brand value is not created in a linear chain of production but
occurs in global networks within and outside the company’s immediate
network of relations and stakeholders. Study calls for further research
for brand value creation processes by synthesizing anthropology of markets
perspective, the anthropological theory of value approach and the
global networks approach.