Assessing sport brand value through use of the contingent valuation method

摘要: This work is a first attempt to estimate customer-based brand equity with the contingent valuation method (CVM) for service-oriented product. We assess value of sport brand, IRONMAN triathlon, utilizing CVM - one few available measures estimating intangible product values. The was derived from consumers’ perceptions, attitudes, and behaviours by asking consumers (i.e., triathletes who have experiences non-IRONMAN branded events) about their willingness pay an generic triathlon events. found (1) presence price premiums that were willing (2) estimated approximately $102 million Half-distance events, $123 Full-distance event.