However, despite the existence of various differences and the adoption of variousterms to reflect value, there are areas of agreement across the literature, in particular,that perceived value is based upon a comparison between benefits and sacrifices(Cronin et al., 2000; Hermawan, 2001; Ledden et al., 2007; McDougall & Levesque,2000; Zeithaml, 1988), is a preferential judgment (Sa´nchez-Ferna´ndez & Iniesta-Bonillo, 2006), varies over time and location (LeBlanc & Nguyen, 1999; Eggert &Ulaga, 2002; Sa´nchez-Ferna´ndez & Iniesta-Bonillo, 2006) and contains
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