Corresponding author:
Ayantunji Gbadamosi, School of Business and Law, University of East London, Stratford, London EI5 4LZ, UK. Email: A.Gbadamosi@uel.ac.uk
Introduction
The connotation of value as a construct in marketing vis-a-vis consumers' choices is not only interesting but could also be enigmatic in the postmodern era. This is because consumption in this day and age plays a myriad of roles in the society and as
