کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1010152 | 1482514 | 2010 | 4 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
An exploratory study of the relationship between customer-based casino brand equity and firm performance
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موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
استراتژی و مدیریت استراتژیک
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چکیده انگلیسی
This exploratory study examines the relationship between customer-based casino brand equity and firm performance using Macau casinos as a sample. The results indicated that better-performing casino brands were associated with greater customer-based brand equity, which comprises brand loyalty, brand image and brand awareness. Furthermore, Asia Pacific-based casino brands in Macau outperformed their U.S.-based counterparts in terms of customers’ perceived quality, suggesting the need for U.S.-based casino brands to better cater for the needs of Macau casino visitors and to localize their services. Future research directions are also suggested.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Hospitality Management - Volume 29, Issue 4, December 2010, Pages 754–757
Journal: International Journal of Hospitality Management - Volume 29, Issue 4, December 2010, Pages 754–757
نویسندگان
Henry Tsai, Catherine Cheung, Ada Lo,