A Model of Brand Prestige Formation in the Casino Industry. Issue 8 (12th October 2016)

• Record Type: Journal Article
• Authors: Hwang, Jinsoo; Han, Heesup
• Is Part Of: Journal of travel & tourism marketing. Volume 33:Issue 8(2016)
• Page Start: 1106
• Page End: 1123
• Publication Date: 2016-10-12
• Subjects: Casino -- brand prestige -- service quality -- social value -- brand consciousness; Tourism -- Periodicals; 338.47910688
• DOI: 10.1080/10548408.2015.1084977
• Languages: English
• ISSNs: 1054-8408

Abstract

ABSTRACT: 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.