The effects of brand image on brand trust: Logistics sector case in İzmir

Nowadays, the importance of brand image and brand trust is increasing in the logistics sector, which is one of the sectors with high competition. It is noteworthy that there is not enough research in the literature on the effects of brand image on brand trust. The contribution of this research to the current literature is investigating the effects of brand image on brand trust and filling this gap in the field. The universe of the research is the logistics sector and the sample is composed of employees of enterprises operating in the logistics sector in Izmir. The questi-onnaires which consist of three sections and a total of 48 items are distributed via e-mail. As a result of the explanatory factor analysis, the dimensions describing the brand image are explained as brand contentment, brand satisfaction, brand strength, brand affinity and brand reliability. As a result of the regression analysis, brand confidence increases significantly and strongly as the brand image increases. In addition, the brand image sub-dimensions of brand contentment, brand satisfaction, brand affinity, brand strength and brand reliability were seen to have positive and significant effect on brand trust. There is no significant difference in brand image and brand trust levels according to gender, age, education level and duration of working with the company evaluated. In conclusion, brand image has an impact on brand trust in the logistics sector.