Currently, the default highlighting used latex-mode does not let you customize the list of "cite-like" commands. But you can try something like
(add-hook 'latex-mode-hook
(lambda ()
(font-lock-add-keywords nil
'(("\\\\citeasnoun{\\([^}\n]+\\)" (1 'font-lock-constant-face))))))
If you use AUCTeX, then you'll probably have to change the above code to use LaTeX-mode-hook
instead.