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Keywords: Choice experiment
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2026) 27 (1): 63–80.
Published: 24 June 2025
... of running events. Design/methodology/approach Using a sample of 214 recreational runners in Germany, this study employs a discrete choice experiment based on McFadden’s random utility theory (RUM). Respondents were asked to reveal their preferences by making trade-offs among the following event...
