This chapter describes etymological foundations of the value concept on the basis of different disciplinary sources that explain the origin and evolution of value. It analyzes influence of multidisciplinary underpinning on the conceptualization and use of term ‘value’ in the marketing field. The chapter explores polysemy and terminological richness associated to the value concept, and illustrates the main reasons for the extensive and scattered variety of terms in value research. It identifies the convergence and divergence that explain the lack of a clear consensus among scholars and practitioners. The chapter reviews the wide spectrum of approaches to the nature of value is conducted through a diachronic outline of the proposed dimensions and taxonomies. It concludes with a discussion of the main shortcomings, deficiencies, lacunae, challenges, new trends and future research streams that can be identified in the value research under an intra-variable perspective.