科研之友
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摘要
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.
- 出版日期2010-12
- 单位香港理工大学
