Conceptualizing Emotional Value
Conceptualizing Emotional Value

Summary/Abstract: Creating and delivering value to consumers has become a strategic imperative of organizations in order to build and maintain a competitive advantage over its competitors. An overview of the literature in the field of consumer value suggests the fact there are a number of current research streams regarding this concept. Although there are attempts to conceptualize also the emotional dimension of consumer value the discussion in this regard is still open. At the current time there is no consensus among researchers regarding the best way of dealing with this side of the concept of value and therefore the possibility for further research in this direction both theoretically and operationally is still present.

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