A general perception exists among casino executives that the premium players contribute a disproportionate share of profits. Consequently, to attract and retain high‐end customers, many casinos are using 'dead chip' programs and other incentives. Dead chips are non‐negotiable chips that are...

Channel relationships within and across diverse markets have been investigated for quite some time. Yet findings from these studies over the last forty years or so have been far from conclusive. Channel researchers Runyan, Sternquist, and Chung (forthcoming) investigate interrelationships...

This article considers the impact of relationship marketing in the casino gaming industry. It illustrates how 'customer lifetime value' (LTV)--the estimated profitability of a customer over the course of his or her entire relationship with a company--can be uniquely and successfully applied to...

Past research suggests that concrete ad stimuli generate more imagery than abstract stimuli. However, this finding may not be culturally universal. Our research suggests that East Asians tend to generate more imagery than Westerners when exposed to abstract advertising messages, but these...