| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1010152 | International Journal of Hospitality Management | 2010 | 4 Pages |
Abstract
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.
Keywords
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Strategy and Management
Authors
Henry Tsai, Catherine Cheung, Ada Lo,