MEASURING CUSTOMER-BASED CASINO BRAND EQUITY AND ITS CONSEQUENCES

Based on the brand equity and behavioral theories, this study measures customer-based casino brand equity and its relationship with three consequences (i.e., perceived value, brand preference, and revisit intention) using 525 customers from six Macau casinos as the sample. The study confirms that customer-based casino brand equity is a higher order factorial structure measuring the four first-order constructs identified a priori. The strongest association was found to be with brand image, followed by perceived quality, brand loyalty, and brand awareness. Perceived value and revisit intention were found to be the two direct consequences of customer-based casino brand equity. Customer-based casino brand equity also affects revisit intention indirectly through perceived value and brand preference. To increase customers' revisit intention, casinos should not only work on uplifting their casino brand equity, but also allocate resources to elevate perceived value and brand preference to indirectly help mediating the relationship between casino brand equity and the revisit intention of customers. More managerial implications are discussed in the present article.