Structural analysis of port brand equity using structural equation modeling

• Main Authors: Lee, Taehwee, Yeo, Gi-Tae, Thai, Vinh V.
• Other Authors: School of Civil and Environmental Engineering
• Format: Article
• Language: English
• Published: 2015
• Subjects: DRNTU::Engineering::Maritime studies
• Online Access: https://hdl.handle.net/10356/104747; http://hdl.handle.net/10220/24675
• Institution: Nanyang Technological University

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...