Sustainable brand positioning by container shipping firms: Evidence from social media communications

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