“FİKRİ ve SINAİ HAKLAR” MARKA KONUMLANDIRMANIN MÜŞTERİ ALGISINA ETKİSİNİN İNCELENMESİ
"INTELLECTUAL AND INDUSTRIAL PROPERTY" INVESTIGATION OF THE EFFECT OF CUSTOMER PERCEPTION OF THE BRAND POSITIONING

Author(s): Berkan Yanar, Murat Korkmaz
Subject(s): Economy
Published by: Kültür Ajans Tanıtım ve Organizasyon
Keywords: Brand; Intellectual Property; Marketing; Consumer; Patent; Perception

Summary/Abstract: This study aims at exploring the effects of brand positioning on consumer perception within the framework of the intellectual property concept by means of an applied analysis. This research has been extended through a literature review in terms of intellectual property. The research includes 100 participants. In the study, 5 point likert analysis and the survey on the demographical characteristics of the participants have been applied. They have been prepared by using previously applied two surveys whose reliability was proved. The first section of the survey consists of 19 questions on demographical characteristics, and the second part consists of the questions on the consumers’ preferences concerning brand positioning. The population of the study is composed of two groups. The sample is composed of the customers of two organizations. Application includes operation which registered its two brands and have been operating in food and cafe sectors since 2010. The characteristics of these operations have been summarised in the application. The research lasted about two months. Data collected at the end of the study have been analysed by using the computer program SSPC (Statistical Package for Social Sciences) 19. In this study, the reliability of Cronbach’s Alpha is 0. 933, which is highly reliable. In the study, anova, one way analysis of variance, tukey test and t- test have been applied. At the end of the study it has been observed that the brand value has a profound effect on consumer perception.

  • Issue Year: 2013
  • Issue No: 17
  • Page Range: 9-30
  • Page Count: 22
  • Language: Turkish