Journal of Navigation and Port Research (한국항해항만학회지)

Korean Institute of Navigation and Port Research (한국항해항만학회)
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Assessing Critical Factors of Brand Equity for Container Liner Shipping Companies using Analytic Hierarchy Process

  • Jang, Hyun Mi (Department of International Logistics, Dongseo University) ;
  • Kim, Sang Youl (Graduate School of International Studies, Pusan National University) ;
  • Park, Ho (Graduate School of International Studies, Pusan National University)
  • Received : 2013.11.20
  • Accepted : 2014.03.31
  • Published : 2014.04.30
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Abstract

Recently, brand equity is paid much attention in various industries. However, container liner shipping companies are still unfamiliar with this concept, and also the brand equity model has not been tested yet in shipping context. This study, therefore, aims to measure the relative importance of brand equity factors of container liner shipping companies by employing AHP (Analytic Hierarchy Process). This study concludes that perceived quality, in particular cost-related service quality, is the most influential factor of brand equity, while weak support is found for brand association. In addition to this, group comparisons were conducted between shipping companies, freight forwarders and academics. The results will be useful as they firstly define brand equity and its role in shipping context, highlighting the significance of brand management to container liner shipping firms. This evaluation is not an end in itself, but will eventually be utilised as a tool to build competitive advantage which cannot be easily imitated by competitors.

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