The articulation of value at the market level

Carlos Diaz Ruiz, Jonas Holmqvist, Lisa Peñaloza

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


The nature of value for consumers has been of central interest in consumer research. However, understudied is the conceptualization of value at a market level. One reason is the disassociation of value perceptions and experiences from socially constructed repeated patterns of practices. Combining semiotic analysis and practice theory, the authors use participant observation in a community of salsa dancers to explain how an offering becomes valuable at the interfaces between an inner, phenomenological environment, and an outer semiotic-material environment. Three layers signify this interface: 1. Material devices put into action. 2. Sign systems and semiotic interplay. 3. Communities of embodied practices.
Original languageEnglish
Title of host publicationProceedings of the 42th EMAC Conference : Lost in translation. Marketing in an interconnected world
Number of pages1
Place of PublicationIstanbul
Publication date06.2013
Publication statusPublished - 06.2013
MoE publication typeA4 Article in conference proceedings
Event42th annual conference of the European Marketing Academy (EMAC) - Istanbul, Turkey
Duration: 05.06.201307.06.2013
Conference number: 42


  • 512 Business and Management
  • value
  • Market practice
  • communities of practice
  • practice theory
  • consumer culture theory
  • Ethnography


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