The customer-brand relationship in the gambling industry: positive play predicts attitudinal and behavioral loyalty

被引：3
|
作者：
Hollingshead, Samantha J. [1 ]
Davis, Christopher G. [1 ]
Wohl, Michael J. A. [1 ]
机构：
[1] Carleton Univ, Dept Psychol, 1125 Colonel By Dr,B550 Loeb Bldg, Ottawa, ON K1S 5B6, Canada
来源：
INTERNATIONAL GAMBLING STUDIES | 2023年 / 23卷 / 01期
基金：
美国国家卫生研究院;
关键词：
Attitudinal loyalty; behavioral loyalty; casinos; responsible gambling; COMPANY IDENTIFICATION; PROGRAMS; CASINO; FRAMEWORK; MODEL;
D O I：
10.1080/14459795.2022.2086992
中图分类号：
R194 [卫生标准、卫生检查、医药管理];
学科分类号：
摘要：
This research draws on the model of positive play (i.e. responsible gambling) to investigate whether positive play beliefs (e.g. accurate understanding about the odds of success on games of chance) and behavior (e.g. setting a limit on gambling expenditures) are associated with attitudinal loyalty and behavioral loyalty. Results from Study 1 indicated that among American casino loyalty program members (N = 188), positive play was predictive of attitudinal loyalty when controlling for disordered gambling symptomatology. In Study 2, using survey and player-account data from 383 members of a Canadian casino loyalty program, we found that positive play was negatively associated with behavioral loyalty, but that this association was eliminated after accounting for disordered gambling symptomatology. These results suggest that fostering positive play may help increase positive perceptions of a casino and its loyalty program without undermining the amount of money a player spends at that casino.
引用
收藏
页码：118 / 138
页数：21
相关论文
共 50 条
  • [21] The Relationship between Brand Experience, Customer Satisfaction and Customer Loyalty: Brand Trust as The Intervening Variable
    Yuliyasti, Rahmi
    Masdupi, Erni
    Abror, Abror
    [J]. PROCEEDINGS OF THE FIRST PADANG INTERNATIONAL CONFERENCE ON ECONOMICS EDUCATION, ECONOMICS, BUSINESS AND MANAGEMENT, ACCOUNTING AND ENTREPRENEURSHIP (PICEEBA 2018), 2018, 57 : 366 - 374
  • [22] The Method to Improve the Customer Satisfaction and Brand Loyalty in Service Industry
    Yang, Yong
    [J]. NFD 2010: INTERNATIONAL CONFERENCE ON NETWORK AND FINANCE DEVELOPMENT, 2010, : 323 - 327
  • [23] Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust
    Emmanuel Silva Quaye
    Cleopatra Taoana
    Russell Abratt
    Peter Anabila
    [J]. Journal of Brand Management, 2022, 29 : 363 - 382
  • [24] Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust
    Quaye, Emmanuel Silva
    Taoana, Cleopatra
    Abratt, Russell
    Anabila, Peter
    [J]. JOURNAL OF BRAND MANAGEMENT, 2022, 29 (04) : 363 - 382
  • [25] The Role of Customer Involvement in Mediating the Relationship Between Brand Equity and Customer Loyalty
    Huang, Yun-Chin
    Hu, Yu-Jia
    Liu, Feng-Ming
    Su, Ling-Ching
    [J]. PROCEEDINGS OF THE 2017 INTERNATIONAL CONFERENCE ON ORGANIZATIONAL INNOVATION (ICOI 2017), 2017, 131 : 339 - 342
  • [26] Incentive schemes in the financial services sector Moderating effects of relationship norms on customer-brand relationship
    Foo, Min-Hui
    Douglas, Gary
    Jack, Mervyn A.
    [J]. INTERNATIONAL JOURNAL OF BANK MARKETING, 2008, 26 (02) : 99 - 118
  • [27] How can perceived consistency in marketing communications influence customer-brand relationship outcomes?
    Seric, Maja
    Ozretic-Dosen, Durdana
    Skare, Vatroslav
    [J]. EUROPEAN MANAGEMENT JOURNAL, 2020, 38 (02) : 335 - 343
  • [28] Customer-brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts
    Cheng, Yang
    Jiang, Hua
    [J]. JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 2022, 31 (02): : 252 - 264
  • [29] Customer-based brand equity, equity drivers, and customer loyalty in the supermarket industry
    Allaway, Arthur
    Huddleston, Patricia
    Whipple, Judith
    Ellinger, Alexander
    [J]. JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 2011, 20 (03): : 190 - +
  • [30] Making the Customer-Brand Relationship Sustainable: The Different Effects of Psychological Contract Breach Types on Customer Citizenship Behaviours
    Liu, Hongyan
    Yang, Jinglan
    Chen, Xiaoxi
    [J]. SUSTAINABILITY, 2020, 12 (02)
12345