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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.
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Notes on contributors
Jinsoo Hwang
Jinsoo Hwang, PhD, is Assistant Professor, Department of Tourism, Dongseo University, 47 Jurye-ro, Sasang-gu, Busan 617-716, Korea (E-mail: [email protected]).
Heesup Han
Heesup Han is Associate Professor, College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea (E-mail: [email protected]).