Embracing or fighting the urge: A multilevel investigation on casino service, branding and impulsive gambling

Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Wong, IpKin Anthony (2016) Embracing or fighting the urge: A multilevel investigation on casino service, branding and impulsive gambling. International Journal of Hospitality Management, 56. pp. 109-118. ISSN 0278-4319


Academics and practitioners are increasingly interested in how branding and service may affect consumer behaviors. In view of intensifying competition in the casino industry, understanding these relationships would help casino operators achieve competitive advantage. The current study draws on the relevant marketing literature, and examines the antecedents, moderators and consequences of consumer buying behaviors, with a focus on impulsive buying in the casino settings. The proposed antecedents are casino service environment and employee service. Customer brand attachment and loyalty behaviors are modeled as consequences, and casino brand equity as a cross-level moderator. A quantitative method was employed for the purpose of this study. The survey was undertaken at 22 major casinos in Macau through a multilevel design. Results show that the casino service environment indeed induces impulsive gambling. Whilst employee service has little influence on impulsive gambling, the effect is enhanced by casino brand equity. Employee service is particularly salient for casinos with low brand equity. Impulsive gambling does have significant influence on loyalty outcomes through the mediating effect of brand attachment. Brand equity also demonstrates cross-level linear and nonlinear effects on the chain relationship, with the linear effect significantly larger. Implications for practitioners and the literature are provided to conclude the paper.

Statistics for USQ ePrint 49884
Statistics for this ePrint Item
Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 10 Aug 2022 02:46
Last Modified: 11 Aug 2022 00:31
Uncontrolled Keywords: Brand attachment; Brand equity; Casinos; Impulsive gambling; Loyalty; Service quality
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Identification Number or DOI: https://doi.org/10.1016/j.ijhm.2016.04.009
URI: http://eprints.usq.edu.au/id/eprint/49884

Actions (login required)

View Item Archive Repository Staff Only