Structural Analysis of Port Brand Equity Using Structural Equation Modeling1

Port competition, especially in the Northeast Asia (NEA) region, can be described as a price war. In this price competition, it is necessary to build up the brand concept to acquire higher market share. This paper aims to provide structural relationships for port brand equity (PBE) and explore the P...

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Main Authors: Taehwee Lee, Gi-Tae Yeo, Vinh V. Thai
Format: Article
Language:English
Published: Elsevier 2014-12-01
Series:Asian Journal of Shipping and Logistics
Subjects:
Online Access:http://www.sciencedirect.com/science/article/pii/S2092521214000571
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spelling doaj-ff9e64e7ca474b43a1ea44ea13941bd72020-11-25T01:28:17ZengElsevierAsian Journal of Shipping and Logistics2092-52122014-12-0130334937210.1016/j.ajsl.2014.12.006Structural Analysis of Port Brand Equity Using Structural Equation Modeling1Taehwee Lee0Gi-Tae Yeo1Vinh V. Thai2Ph.D Candidate, Incheon National University, South KoreaProfessor, Incheon National University, South KoreaAssistant Professor, Nanyang Technological University, SingaporePort competition, especially in the Northeast Asia (NEA) region, can be described as a price war. In this price competition, it is necessary to build up the brand concept to acquire higher market share. This paper aims to provide structural relationships for port brand equity (PBE) and explore the PBE stages statistically. The stages are divided into three steps: port service quality as the precedent of PBE, the PBE dimensions (brand awareness [BA] and brand loyalty [BL]), and the antecedent of PBE (overall value of brand equity [OVBE]). From a survey conducted with port users in Korea, the empirical results revealed several significant relationship: between tangibles (TA) dimension of port service quality and BL, between the empathy (EMP) dimension of port service quality and both BA and BL, and between BA and BL and OVBE. From the empirical analysis, this study suggests both managerial and academic contributions for port managers and scholars for further policy development and research in this important area.http://www.sciencedirect.com/science/article/pii/S2092521214000571Port Brand EquityB2B Brand EquityStructural Equation ModelingPort Service Quality
collection DOAJ
language English
format Article
sources DOAJ
author Taehwee Lee
Gi-Tae Yeo
Vinh V. Thai
spellingShingle Taehwee Lee
Gi-Tae Yeo
Vinh V. Thai
Structural Analysis of Port Brand Equity Using Structural Equation Modeling1
Asian Journal of Shipping and Logistics
Port Brand Equity
B2B Brand Equity
Structural Equation Modeling
Port Service Quality
author_facet Taehwee Lee
Gi-Tae Yeo
Vinh V. Thai
author_sort Taehwee Lee
title Structural Analysis of Port Brand Equity Using Structural Equation Modeling1
title_short Structural Analysis of Port Brand Equity Using Structural Equation Modeling1
title_full Structural Analysis of Port Brand Equity Using Structural Equation Modeling1
title_fullStr Structural Analysis of Port Brand Equity Using Structural Equation Modeling1
title_full_unstemmed Structural Analysis of Port Brand Equity Using Structural Equation Modeling1
title_sort structural analysis of port brand equity using structural equation modeling1
publisher Elsevier
series Asian Journal of Shipping and Logistics
issn 2092-5212
publishDate 2014-12-01
description Port competition, especially in the Northeast Asia (NEA) region, can be described as a price war. In this price competition, it is necessary to build up the brand concept to acquire higher market share. This paper aims to provide structural relationships for port brand equity (PBE) and explore the PBE stages statistically. The stages are divided into three steps: port service quality as the precedent of PBE, the PBE dimensions (brand awareness [BA] and brand loyalty [BL]), and the antecedent of PBE (overall value of brand equity [OVBE]). From a survey conducted with port users in Korea, the empirical results revealed several significant relationship: between tangibles (TA) dimension of port service quality and BL, between the empathy (EMP) dimension of port service quality and both BA and BL, and between BA and BL and OVBE. From the empirical analysis, this study suggests both managerial and academic contributions for port managers and scholars for further policy development and research in this important area.
topic Port Brand Equity
B2B Brand Equity
Structural Equation Modeling
Port Service Quality
url http://www.sciencedirect.com/science/article/pii/S2092521214000571
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