ISSN:2148-2489
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THE EFFECTS OF BRAND IMAGE ON BRAND TRUST: EMPIRICAL RESEARCH IN LOGISTICS SECTOR


The aim of this research is investigating the effects of brand image on brand trust. The sample of the research is composed of employees of enterprises who are served by the logistics companies. The data were collected with the questionnaire which consist of 48 items. As a result of the factor analysis, the factors describing the brand image are explained as brand contentment, brand satisfaction, brand strength, brand affinity and brand reliability. As a consequence of the regression analysis, the increase in the brand confidence causes statistically significant effect on the brand image. Furthermore, the sub-dimensions of the brand image which are brand contentment, brand satisfaction, brand affinity, brand strength and brand reliability have positive and statistically significant effect on brand trust. As a result, in the logistics sector brand image has an effect on brand trust.


Keywords


Brand image, brand trust, logistics sector

Yazar: Türker TUĞSAL - - Maide ÇEKENER
Sayfa Sayısı: 282-294
DOI: http://dx.doi.org/10.16992/ASOS.15161
Tam Metin:
Uluslararası Sosyal Bilimler Dergisi
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