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Making And Measuring Value

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  • Liz Moor
  • Celia Lury

Abstract

This paper explores the use of three different forms of valuation and measurement by or on behalf of brands and branded organizations: financial brand valuation; brand equity measurement; and internal social or environmental evaluations. These systems, it is argued, are sites at which possible relationships between economic and other values are explored, and at which understandings of what is valuable emerge in tandem with the means for acknowledging and measuring it. By tracing the contexts and workings of these systems the paper shows how they allow aspects of the social world, including relationships and affects, to be partially absorbed into the brand as values. We argue that in an environment in which ‘value’ is imagined to be diffuse but omnipresent, the proliferation of valuation systems evidences both a requirement for new forms of measurement (capable of capturing multiple forms of value) and a search for novel ways of linking measurement and valuation. The paper concludes with an exploration of how these new ways of linking measurement and valuation may allow economic agency to be recognized and distributed.

Suggested Citation

  • Liz Moor & Celia Lury, 2011. "Making And Measuring Value," Journal of Cultural Economy, Taylor & Francis Journals, vol. 4(4), pages 439-454.
    • Handle: RePEc:taf:jculte:v:4:y:2011:i:4:p:439-454
    DOI: 10.1080/17530350.2011.609708
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    Cited by:

    1. Hutter, Michael, 2021. "Three Modes of Valuation Practices in Art Games," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(1), pages 85-119.
    2. Mohammad Aghaei, 2021. "Valuation of the Hamrah-e-Aval brand based on brand valuation models using Topsis multi-criteria decision-making model," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(1), pages 42-53, February.
    3. Peltola, Taru & Arpin, Isabelle, 2017. "How We Come to Value Nature? - A Pragmatist Perspective," Ecological Economics, Elsevier, vol. 142(C), pages 12-20.
    4. McMahon, James, 2015. "What Makes Hollywood Run? Capitalist Power, Risk and the Control of Social Creativity," EconStor Theses, ZBW - Leibniz Information Centre for Economics, number 157994, June.
    5. Chenhall, Robert H. & Hall, Matthew & Smith, David, 2013. "Performance measurement, modes of evaluation and the development of compromising accounts," LSE Research Online Documents on Economics 51294, London School of Economics and Political Science, LSE Library.
    6. Kristin Asdal & Noortje Marres, 2014. "Performing Environmental Change: The Politics of Social Science Methods," Environment and Planning A, , vol. 46(9), pages 2055-2064, September.
    7. McFall, Liz, 2014. "Devising Consumption: cultural economies of insurance, credit and spending," OSF Preprints at2nv, Center for Open Science.

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