Sustainable brand positioning by container shipping firms: Evidence from social media communications
Artikel i vetenskaplig tidskrift, 2021

This study contributes to shipping research by profiling container shipping lines with respect to their sustainability related brand positioning strategies through their social media communications. Longitudinal content analysis is combined with multiple correspondence analysis (MCA) to map branding strategies of selected lines in relation to the triple bottom line (TBL) dimensions and functional versus emotional sustainability benefits. Results indicate that shipping lines position their brands closer to either economic or environmental sustainability where a win-win focus in the messages is highly prevalent. Social sustainability constitutes a market gap and an opportunity for the sustainability positioning of these brands. Furthermore, despite a few that recognize the potential in emotional benefits, majority of the lines use functional sustainability benefits in brand positioning. Emotional sustainability benefits provide wider opportunities with respect to brand differentiation and effective customer engagement in shipping lines’ sustainability initiatives.


Brand positioning

Business to business marketing

Multiple correspondence analysis

Longitudinal content analysis


Ceren Altuntas Vural

Chalmers, Teknikens ekonomi och organisation, Service Management and Logistics

Sedat Baştuğ

İskenderun Technical University

Seçil Gülmez

İskenderun Technical University

Transportation Research Part D: Transport and Environment

1361-9209 (ISSN)

Vol. 97 102938


Tvärvetenskapliga studier





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