Sustainable brand positioning by container shipping firms: Evidence from social media communications

Autor: Sedat Baştuğ, Ceren Altuntas Vural, Seçil Gülmez
Přispěvatelé: Barbaros Hayrettin Gemi İnşaatı ve Denizcilik Fakültesi -- Denizcilik İşletmeleri Yönetimi Bölümü, Baştuğ, Sedat, Gülmez, Seçil
Rok vydání: 2021
Předmět:
Ports
Customer engagement
Container ship
Performance
Triple bottom line
Social sustainability
Transportation
Business-to-business marketing
Containers
Container shipping line
Business markets
Longitudinal content analysis
Social media
Shipping
Co2 emissions
Sustainable development
Liner Shipping
Marketing
Business to business marketing
Supply chain management
Environmental Sciences & EcologyTransportation
Ships
General Environmental Science
Civil and Structural Engineering
Brand positioning
Commerce
Social networking (online)
Environmental-conditions
Container shippings
Media communications
Multiple correspondence analysis
Correspondence analysis
Inventory Routing
Impact
Sustainability
Content analysis
Longitudinal content analyse
Container (abstract data type)
Position (finance)
Business
Research themes
Fleet
Maritime transportation
Greenhouse-gas emissions
Zdroj: Transportation Research Part D: Transport and Environment. 97:102938
ISSN: 1361-9209
DOI: 10.1016/j.trd.2021.102938
Popis: This study contributes to shipping research by profiling container shipping lines with respect to their sustainability related brand positioning strategies through their social media communications. Longitudinal content analysis is combined with multiple correspondence analysis (MCA) to map branding strategies of selected lines in relation to the triple bottom line (TBL) dimensions and functional versus emotional sustainability benefits. Results indicate that shipping lines position their brands closer to either economic or environmental sustainability where a win-win focus in the messages is highly prevalent. Social sustainability constitutes a market gap and an opportunity for the sustainability positioning of these brands. Furthermore, despite a few that recognize the potential in emotional benefits, majority of the lines use functional sustainability benefits in brand positioning. Emotional sustainability benefits provide wider opportunities with respect to brand differentiation and effective customer engagement in shipping lines’ sustainability initiatives.
Databáze: OpenAIRE
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