Assessing Critical Factors of Brand Equity for Container Liner Shipping Companies using Analytic Hierarchy Process

• 발행기관: 한국항해항만학회
• 저자명: Hyun Mi Jang Sang Youl Kim Ho Park
• 간행물 정보: 『한국항해항만학회지』제38권 제2호, 177~184쪽, 전체 7쪽
• 주제분류: 공학 > 해양공학
• 파일형태: PDF
• 발행일자: 2014.04.30

영문 초록

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.

목차

Abstract

1. Introduction

2. Background

3. Customer-based Brand Equity

4. Research Methodology

5. Analysis of the Results

6. Conclusion and Implications

References

키워드

brand brand equity brand awareness brand association brand loyalty perceived quality container liner shipping company AHP