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INVESTIGATION OF UNIVERSITY STUDENTS’ PERCEPTIONS OF INTELLECTUAL INDUSTRIAL PROPERTY RIGHT AND BRAND POSITIONING IN ELECTRONIC COMMERCE (
This study examines the perceptions of intellectual property rights and brands among university students and conducts a literature review. The research is a quantitative study. The questionnaire was prepared by Berkan Yanar and Murat Korkmaz (2013). The 69 statements used in the study were evaluated using a 5-point Likert scale. Participants were asked a total of 88 multiple-choice questions, including demographic characteristics. The sample group consisted of 400 young people receiving university education in the Southeastern Anatolia Region. SPSS 25 program was used in the research, and ANOVA, one-way analysis of variance, and t-test were used as quantitative research methods to examine the brand perceptions of university students according to demographic variables. According to the research results, there was no significant difference among participants in terms of brand positioning, brand value perception, gender, and income level. It was observed that university students wanted to receive training on brand positioning and intellectual property rights and used counterfeit brands due to their economic situation.
Anahtar Kelimeler
Brand, Commerce, Intellectual Property , Brand Positioning .
