가상 가치 평가법(Contingent Valuation Method)을 통한 스포츠 이벤트 브랜드 자산 측정

The concept of brand equity has been widely recognized as both an academic construct and an important business consideration. The concept has been defined as customer’s perceived added value of the product resulting from brand recognition, which would not occur with a generic version of that product or with unbranded products. Despite general agreement about the definition, the measurement of brand equity is not well established. A critical challenge in this regard is developing the means necessary to assess the intangible elements that comprise a consumer’s determination of brand equity. In the current study, the researchers proposed to utilize the contingent valuation method (CVM) and estimate brand equity value by incorporating consumer’s willingness to pay difference between a branded product and a generic brand product. Data was collected from adult triathletes(n=422) at an IRONMAN triathlon events held in2012 and 2013. The aggregated brand value of “IRONMAN” was estimated as$48,920,301.60 in 2012 and $117,840,559.20 in 2013. The brand value of“IRONMAN” has increased along with population growth and the consumers’willingness to pay the price premium for the brand. By this proposed CV method, practitioners and scholars can estimate and evaluate the actual economic brand equity value. Having an actual dollar brand equity value will provide meaningful insights for practitioners and researchers.