Measuring Customer-Based Casino Brand Equity and its Consequences

Material TypeArticleLanguageEnglish
TitleMeasuring Customer-Based Casino Brand Equity and its Consequences Author(S)Henry Tsai (Author)
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. ...Paginationp 806-824
SubjectEconomicsDescriptorsTourism
Journal TitleJournal of Travel & Tourism Marketing  
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