THE EFFECTS OF BRAND IMAGE ON BRAND TRUST: EMPIRICAL RESEARCH IN LOGISTICS SECTOR
MARKA İMAJININ MARKA GÜVENİ ÜZERİNDEKİ ETKİSİ: LOJİSTİK SEKTÖRÜNDE AMPİRİK BİR ARAŞTIRMA

Author : Türker TUĞSAL -- Maide ÇEKENER
Number of pages : 282-294

Abstract

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

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