Article2013

Measuring Customer-Based Casino Brand Equity and its Consequences

Henry K. Tsai · Ada Lo · Catherine Cheung

28 citations0/0 files storedJournal of Travel & Tourism Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research Customer Service Quality and Loyalty

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.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 28 citations exist upstream.

References

1988Structural equation modeling in practice: A review and recommended two-step approach.1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1979A Paradigm for Developing Better Measures of Marketing Constructs 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2025Advances in Consumer Research 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1995Building Strong Brands

Cited by

2015Chinese Outbound Tourism Research 2022Measuring consumer‐based brand equity of prestigious mass brands using masstige mean score scale 2021Effect of Brand Equity on Consumer Behaviour Among Students of Veritas University, Nigeria: A Study of Apple Smartphones

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.