Research Information System
Thesis Type: Postgraduate
Institution Of The Thesis: Istanbul Commerce University, Sosyal Bilimler Enstitüsü, Turkey
Approval Date: 2018
Thesis Language: Turkish
Student: ZEYNEP BETÜL KAVAK
Supervisor: KOCABAY ŞENER NİHAL
Open Archive Collection: AVESIS Open Access Collection
Abstract:Brands have become an invading factor tor the great part of people life currently. As a result, this invasion might lead a negative effect in human relations. In this study, we aimed to analyse that why and how people life might be affected by brands which has been getting a considerable development and growth. We also tried to answer the questions that why and how trademarks might be used in individual communications. The causes of self-expression in terms of owned branded items (product, service) have been investigated. In this study, focus group method has been used in a total 6 university graduate persons consisting of 3 females and 3 males. In conclusion, it was found that people in capitalist system needs to the branded products in order to survive and express themselves to others, hi addition, it was concluded the brand perception of individuals and population should be optimized and should not prevent individual communication.