A STUDY ON DEVELOPING PROCESS OF BRAND LITERACY SCALE CONCEPT

Today, there are variety kinds of brands from different categories which ask wants and expectations consumers. It is seen that researchers about were conducted on the basis brand concepts this situation continuing. Connection between consumer groups founded communication lay foundation according to various dynamics. Brand have an important effect. As it taken hand perspective, consumers knowledges their levels contents some researchers. Within framework, literacy concept,which doesn’t exist in Turkish literatüre, becomes involved. This concept examines knowledge level generally, take place face evaluation within frame culture. Because isn’t any search literature, need develop scale onto concept. inspected definitions foreing countries. On other hand, relates Turkey helped improve literacy. The Lashwe technique used for stages processes so targeted contributes next studies.