Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 33, Issue 8, Pages 1106-1123Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2015.1084977
Keywords
Casino; brand prestige; service quality; social value; brand consciousness
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The objective of this study was to investigate the antecedents and consequences of brand prestige in the casino industry. To test the proposed model, this study collected data from 228 casino customers in the United States. The results of the data analysis show that three types of casino service quality (i.e. game service, service environment, and service delivery) influence the formation of brand prestige and can thus help to enhance social value, brand preference, and revisit intentions. Finally, brand consciousness moderated the relationship between brand prestige and brand preference.
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