This study explored the important role of brand prestige in the casino industry. More specifically, based on a literature review, it was proposed that (1) brand prestige positively affects three outcome variables: social value, customer satisfaction, and revisit intentions; (2) social value has a positive influence on customer satisfaction and revisit intentions; and (3) customer involvement plays a moderating role in this process. Based on the proposed hypotheses, a conceptual model was developed and tested using empirical data from 236 casino customers who had played casino games in the United States. Data analysis results showed that brand prestige is an important determinant of social value and customer satisfaction, both of which bear a significant impact on revisit intentions. Lastly, customer involvement plays an important moderating role in the relationship between brand prestige and customer satisfaction. The possible interpretations and managerial implications of these findings are provided in the last section of the article.
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