Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/11116
Title: An exploratory study of the relationship between customer-based casino brand equity and firm performance
Authors: Tsai, H 
Cheung, C 
Lo, A 
Issue Date: 2010
Source: International journal of hospitality management, 2010, v. 29, no. 4, p. 754-757
Abstract: This exploratory study examines the relationship between customer-based casino brand equity and firm performance using Macau casinos as a sample. The results indicated that better-performing casino brands were associated with greater customer-based brand equity, which comprises brand loyalty, brand image and brand awareness. Furthermore, Asia Pacific-based casino brands in Macau outperformed their U.S.-based counterparts in terms of customers' perceived quality, suggesting the need for U.S.-based casino brands to better cater for the needs of Macau casino visitors and to localize their services. Future research directions are also suggested.
Keywords: Customer-based brand equity (CBBE)
Casino
Macau
Firm performance
Publisher: Pergamon Press
Journal: International journal of hospitality management 
ISSN: 0278-4319
EISSN: 1873-4693
DOI: 10.1016/j.ijhm.2009.08.001
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