Structural analysis of port brand equity using structural equation modeling

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: Lee, Taehwee, Yeo, Gi-Tae, Thai, Vinh V.
Other Authors: School of Civil and Environmental Engineering
Format: Article
Language:English
Published: 2015
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Online Access:https://hdl.handle.net/10356/104747
http://hdl.handle.net/10220/24675
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1047472020-03-07T11:43:46Z Structural analysis of port brand equity using structural equation modeling Lee, Taehwee Yeo, Gi-Tae Thai, Vinh V. School of Civil and Environmental Engineering DRNTU::Engineering::Maritime studies 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. Published version 2015-01-20T03:04:52Z 2019-12-06T21:38:49Z 2015-01-20T03:04:52Z 2019-12-06T21:38:49Z 2014 2014 Journal Article Lee, T., Yeo, G.-T., & Thai, V. V. (2014). Structural analysis of port brand equity using structural equation modeling. The Asian journal of shipping and logistics, 30(3), 349-372. 2092-5212 https://hdl.handle.net/10356/104747 http://hdl.handle.net/10220/24675 10.1016/j.ajsl.2014.12.006 en The Asian journal of shipping and logistics © 2014 The Korean Association of Shipping and Logistics, Inc. Production and hosting by Elsevier B.V. All rights Reserved. Peer review under responsibility of the Korean Association of Shipping and Logistics, Inc. Under a Creative Commons license. 24 p. application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Engineering::Maritime studies
spellingShingle DRNTU::Engineering::Maritime studies
Lee, Taehwee
Yeo, Gi-Tae
Thai, Vinh V.
Structural analysis of port brand equity using structural equation modeling
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.
author2 School of Civil and Environmental Engineering
author_facet School of Civil and Environmental Engineering
Lee, Taehwee
Yeo, Gi-Tae
Thai, Vinh V.
format Article
author Lee, Taehwee
Yeo, Gi-Tae
Thai, Vinh V.
author_sort Lee, Taehwee
title Structural analysis of port brand equity using structural equation modeling
title_short Structural analysis of port brand equity using structural equation modeling
title_full Structural analysis of port brand equity using structural equation modeling
title_fullStr Structural analysis of port brand equity using structural equation modeling
title_full_unstemmed Structural analysis of port brand equity using structural equation modeling
title_sort structural analysis of port brand equity using structural equation modeling
publishDate 2015
url https://hdl.handle.net/10356/104747
http://hdl.handle.net/10220/24675
_version_ 1681044432970842112