Value in marketing Toward sociocultural perspectives

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Karababa E., Kjeldgaard D.

MARKETING THEORY, vol.14, pp.119-127, 2014 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 14
  • Publication Date: 2014
  • Doi Number: 10.1177/1470593113500385
  • Journal Name: MARKETING THEORY
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.119-127
  • Keywords: value, semiotic value, CCT, social values, Economic value, value creation, CO-CREATION, DOMINANT LOGIC, CONSUMPTION, CULTURE, SERVICE
  • Middle East Technical University Affiliated: Yes


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.