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.

本研究通过社交媒体传播分析集装箱航运公司与可持续发展相关的品牌定位策略，从而为航运研究做出贡献。纵向内容分析与多重对应分析 (MCA) 相结合，以绘制与三重底线 (TBL) 维度以及功能与情感可持续性收益相关的选定产品线的品牌战略。结果表明，航运公司将他们的品牌定位为更接近经济或环境可持续性，其中信息中的双赢重点非常普遍。社会可持续性构成了这些品牌的可持续性定位的市场空白和机会。此外，尽管有一些人认识到情感益处的潜力，大多数产品线在品牌定位中使用功能可持续性优势。情感可持续性利益为品牌差异化和客户有效参与航运公司的可持续性举措提供了更广泛的机会。