ChangHyun Jin, MoonSun Yoon and JungYong Lee
This study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other…
Abstract
Purpose
This study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.
Design/methodology/approach
Focus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.
Findings
The results reveal that sub-factors that comprise the color identity construct are closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.
Research limitations/implications
The generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.
Practical implications
In marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.
Originality/value
Regarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.
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Jungyong Seo, Byung Kwon Lee and Yongsik Jeon
This study proposes practical digitalization strategies and well-grounded evaluation criteria for maritime container supply chains.
Abstract
Purpose
This study proposes practical digitalization strategies and well-grounded evaluation criteria for maritime container supply chains.
Design/methodology/approach
The authors identified the status of supply chain digitalization of the Port of Busan in South Korea and developed three digitalization strategies based on industry requirements and consultations with port experts. The authors proposed 11 evaluation criteria for examining the main digitalization strategies in the supply chain operations reference model, based on a survey among 46 experts and used multi-criteria decision-making approaches to prioritize the strategies and evaluation criteria.
Findings
The results delineate the status of the digitalization of a real-world port-focal supply chain. The model can be successfully customized to include well-grounded evaluation criteria for digitalization strategies, and presents a practical way to advance the supply chain digitalization strategies. Based on the survey and evaluation, the authors find that increasing data accessibility and improving quality are preferred to adopting a data and information sharing platform.
Research limitations/implications
As the study is limited to the Port of Busan, future case studies could be undertaken to container supply chains driven by different regional ports.
Practical implications
Stakeholders, such as truckers, terminal operators, and shipping liners, might consider the proposed strategies and evaluation criteria when digitalizing their supply chains.
Originality/value
By identifying the needs and specifications of maritime container supply chain digitalization strategies, developing evaluation criteria, and conducting a case study for proof of concept, the study proposes an operational management process with practical, real-world benefits for port-focal supply chains.