Embracing or fighting the urge: A multilevel investigation on casino service, branding and impulsive gambling

Academics and practitioners are increasingly interested in how branding and service may affect consumer behaviors. In view of intensifying competition in the casino industry, understanding these relationships would help casino operators achieve competitive advantage. The current study draws on the relevant marketing literature, and examines the antecedents, moderators and consequences of consumer buying behaviors, with a focus on impulsive buying in the casino settings. The proposed antecedents are casino service environment and employee service. Customer brand attachment and loyalty behaviors are modeled as consequences, and casino brand equity as a cross-level moderator. A quantitative method was employed for the purpose of this study. The survey was undertaken at 22 major casinos in Macau through a multilevel design. Results show that the casino service environment indeed induces impulsive gambling. Whilst employee service has little influence on impulsive gambling, the effect is enhanced by casino brand equity. Employee service is particularly salient for casinos with low brand equity. Impulsive gambling does have significant influence on loyalty outcomes through the mediating effect of brand attachment. Brand equity also demonstrates cross-level linear and nonlinear effects on the chain relationship, with the linear effect significantly larger. Implications for practitioners and the literature are provided to conclude the paper.