Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/22022
Title: Measuring customer-based casino brand equity and its consequences
Authors: Tsai, H 
Lo, A 
Cheung, C 
Keywords: Casino
Customer-based brand equity
Perceived value
Brand preference
Revisit intention
Issue Date: 2013
Publisher: Routledge, Taylor & Francis Group
Source: Journal of travel & tourism marketing, 2013, v. 30, no. 8, p. 806-824 How to cite?
Journal: Journal of travel & tourism marketing 
Abstract: Based on the brand equity and behavioral theories, this study measures customer-based casino brand equity and its relationship with three consequences (i.e., perceived value, brand preference, and revisit intention) using 525 customers from six Macau casinos as the sample. The study confirms that customer-based casino brand equity is a higher order factorial structure measuring the four first-order constructs identified a priori. The strongest association was found to be with brand image, followed by perceived quality, brand loyalty, and brand awareness. Perceived value and revisit intention were found to be the two direct consequences of customer-based casino brand equity. Customer-based casino brand equity also affects revisit intention indirectly through perceived value and brand preference. To increase customers' revisit intention, casinos should not only work on uplifting their casino brand equity, but also allocate resources to elevate perceived value and brand preference to indirectly help mediating the relationship between casino brand equity and the revisit intention of customers. More managerial implications are discussed in the present article.
URI: http://hdl.handle.net/10397/22022
ISSN: 1054-8408
EISSN: 1540-7306
DOI: 10.1080/10548408.2013.835229
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