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Paralel İthalatın Yasal Çerçevesi ve Tüketicilerin Paralel İthalat Ürünlerinin Yasal Yönü Hakkındaki Farkındalıkları Üzerine Bir Araştırma

Year 2023, Volume: 16 Issue: 1, 207 - 227, 30.06.2023
https://doi.org/10.37093/ijsi.1222903

Abstract

E-ticaretin yaygınlaşmasıyla birlikte ticarete konu olan ürünler içindeki hacmi gittikçe artan paralel ithalat ürünleri, pazarlama ve hukuk disiplinini ilgilendiren önemli konulardan biri haline gelmiştir. Literatürde orijinal ürünler, paralel ithalat ürünleri ve taklit ürün kavramları farklı anlamda kullanılmaktadır. Ancak tüketicilerin paralel ithalat ürünleri ile diğer ürünler arasındaki farkı bilip bilmedikleri açık olarak bilinmemektedir. Ayrıca tüketicilerin satın alma kararlarında bu ürünler arasındaki farkları göz önünde bulundurup bulundurmadığının tespit edilmesinde fayda vardır. Bu çalışmanın amacı, paralel ithalatın yasal yönünü ele alarak, tüketicilerin paralel ithalatın yasal yönünü ne kadar bildiklerini, yasal yönü hakkındaki farkındalığın daha önce paralel ithalat ürünleri satın alan ve almayanlara göre farklılaşıp farklılaşmadığını ortaya koymaktır. İlgili literatür incelendiğinde bu konuyla doğrudan ilgili bir çalışmaya rastlanılmamıştır. Bu çalışmanın verileri yüz yüze anket yöntemiyle toplanmıştır. Araştırmada kolayda örnekleme yöntemi kullanılmıştır. Araştırma verileri Mann-Whitney U testi kullanılarak analiz edilmiştir. Araştırma sonucunda tüketicilerin büyük çoğunluğunun (%55) paralel ithalatın yasal yönünü bilmediği, daha önce paralel ithalat ürünü satın almamış olanların paralel ithalat ürünlerinin yasal yönü hakkında farkındalık düzeylerinin satın almış olanlara göre istatistiki açıdan anlamlı ve daha düşük olduğu bulunmuştur. Bir diğer sonuç ise daha önce paralel ithalat ürünü satın almış tüketicilerin satın almayanlara göre paralel ithalata yönelik pozitif tutuma sahip olduğudur. Araştırma sonuçları tüketiciler, işletmeler ve yasal politikalar açısından değerlendirmeye değerdir.

Supporting Institution

Bursa Uludağ Üniversitesi BAP Birimi

Project Number

KUAP(İ)-2019/7 kodlu BAP Küçük Ölçekli Uygulamalı Araştırma Projesi

Thanks

Bu çalışma, Bursa Uludağ Üniversitesi KUAP(İ)-2019/7 kodlu BAP Küçük Ölçekli Uygulamalı Araştırma Projesi kapsamında desteklenmiştir. Destekleri için BAP Birimine teşekkür ederiz

References

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  • Ahmadi, R., & Yang, B. R. (2000). Parallel imports: Challenges from unauthorized distribution channels. Marketing Science, 19(3), 279-294. https://doi.org/10.1287/mksc.19.3.279.11799
  • Antia, K. D., Bergen, M., & Dutta, S. (2004). Competing with gray markets. MIT Sloan Management Review, 46(1), 63-69.
  • Apollinaris Co. v. Scherer, 27 F. 18 (1886).
  • Arı, Z. (2007). Marka hakkının tüketilmesi. Erzincan Binali Yıldırım Üniversitesi Hukuk Fakültesi Dergisi, 11(1-2), 279-305. https://dergipark.org.tr/tr/pub/ebyuhfd/issue/63147/960780
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  • Bart, T. N. (2008). Parallel trade of pharmaceuticals: a review of legal, economic, and political aspects. Value in Health, 11(5), 996–1005. https://doi.org/10.1111/j.1524-4733.2008.00339.x
  • Berman, B. (2004). Strategies to combat the sale of gray market goods. Business horizons, 47(4), 51–60. https://doi.org/10.1016/S0007-6813(04)00048-5
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  • Fataar, F., Goodman, S., Wadsworth, E., & Hammond, D. (2021). Consumer perceptions of ‘legal’ and ‘illegal’ cannabis in US states with legal cannabis sales. Addictive Behaviors, 112, 106563. https://doi.org/10.1016/j.addbeh.2020.106563
  • Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2), 130-132.
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  • Güllü, E. (2001). Marka hakkının tükenmesi ve paralel ithalat [Yayınlanmamış doktora tezi]. T.C. Türk Patent Enstitüsü Markalar Daire Başkanlığı.
  • Huang, J., Lee, B. C., & Hsun Ho, S. (2004). Consumer attitude toward gray market goods. International Marketing Review, 21(6), 598–614. https://doi.org/10.1108/02651330410568033
  • Jain, S. (2009). Parallel imports and trademark law. Journal of Intellectual Property Rights, 14(1), 14-27.
  • Karahan, M. O., & Şahin, F. (2020). Tüketicilerin taklit ürün satın alma tutumlarını ve niyetlerini etkileyen faktörlerin belirlenmesi: Nicel bir araştırma. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 11(1), 154-170. https://dergipark.org.tr/tr/pub/gumus/issue/52805/660444
  • Kayhan, F. (2001). Türk marka hukuku açısından paralel ithalat ve marka hakkının tükenmesi. FMR, 1, 52-70.
  • Kayhan, F. (2002). Tükenme ilkesi üzerine konferans. Rekabet Kurumu Perşembe Konferansları (ss. 131-150). 30 Ekim 2020’de erişim adresi http://www.rekabet.gov.tr/File/?path=ROOT%2F1%2FDocuments%2FPer%25c5%259fembe%2BKonferans%25c4%25b1%2BYay%25c4%25b1n%2Fperskonfyyn121.pdf
  • KPMG’s Gray Market Update White Paper. (2008). Effective channel management is critical in combating the gray market and increasing technology companies ‘Bottom line’. Retrieved August 20, 2016, from http://www.agmaglobal.org/cms/uploads/whitePapers/7-10-8KPMGWhitePaperGray MarketStudy.pdf
  • Lai, K. K.-Y., & Zaichkowsky, J. L. (1999). Brand imitation: Do the Chinese have different views? Asia Pacific Journal of Management, 16(2), 179–192. https://doi.org/10.1023/A:1015482707900
  • Liao, C. H., & Hsieh, I. Y. (2013). Determinants of consumer’s willingness to purchase gray-market smartphones. Journal of Business Ethics, 114(3), 409–424. https://doi.org/10.1007/s10551-012-1358-7
  • Markaların Korunması Hakkında Kanun Hükmünde Kararname. (1995). No. 556, Yayım 24.06.1995.
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  • Nart, S. (2009). Rekabetin korunması kapsamında fikri ve sınai hakların sınırları. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 11(1), 113-146. http://hdl.handle.net/20.500.12397/5326
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A Research on the Legal Framework of Parallel Import and Consumers’ Awareness About the Legal Aspects of Parallel Import Products

Year 2023, Volume: 16 Issue: 1, 207 - 227, 30.06.2023
https://doi.org/10.37093/ijsi.1222903

Abstract

With the spread of e-commerce, parallel import products, the volume of which is increasing in the products subject to trade, has become one of the important issues concerning the marketing and law discipline. In the literature, the concepts of original products, parallel import products, and counterfeit products are used in different senses. However, whether consumers know the difference between parallel import products and other products is not clear. It is also helpful to determine whether consumers consider the differences between these products in their purchasing decisions. The aim of this study is to reveal how much consumers know about the legal aspect of parallel imports, and whether the awareness about the legal aspect differs between those who have purchased and those who have not purchased parallel import products before by considering the legal aspect of parallel imports. When the relevant literature was examined, no study was found directly related to this subject. The data of this study were collected by face-to-face survey method. The convenience sampling method was used in the research. Research data were analysed using the Mann-Whitney U test. As a result of the research, it was found that most of consumers (55%) did not know the legal aspect of parallel imports, and the awareness level about the legal aspect of parallel import products of those who had not purchased parallel import products before, was statistically significant and lower than those who had purchased them. Another result is that consumers who have purchased parallel import products before have a positive attitude towards parallel imports compared to those who have not purchased parallel import products before. The research results are worth evaluating regarding consumers, businesses, and legal policies.

Project Number

KUAP(İ)-2019/7 kodlu BAP Küçük Ölçekli Uygulamalı Araştırma Projesi

References

  • 89/104/EEC. First Council Directive of 21 December 1988 to approximate the laws of the Member States relating to trade marks, 1988. Retrieved June 30, 2016, from https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX:31989L0104&from=en
  • A. Bourjois & Co., Inc. v. Katzel, 260 U.S. 689 (1923).
  • Adams v. Burke, 84 U.S. 17 Wall. 453 453 (1873).
  • Agreement on Trade-Related Aspects of Intellectual Property Rights, 2017, June 20, 2018, from https://www.wto.org/english/docs_e/legal_e/31bis_trips_e.pdf
  • Ahmadi, R., & Yang, B. R. (2000). Parallel imports: Challenges from unauthorized distribution channels. Marketing Science, 19(3), 279-294. https://doi.org/10.1287/mksc.19.3.279.11799
  • Antia, K. D., Bergen, M., & Dutta, S. (2004). Competing with gray markets. MIT Sloan Management Review, 46(1), 63-69.
  • Apollinaris Co. v. Scherer, 27 F. 18 (1886).
  • Arı, Z. (2007). Marka hakkının tüketilmesi. Erzincan Binali Yıldırım Üniversitesi Hukuk Fakültesi Dergisi, 11(1-2), 279-305. https://dergipark.org.tr/tr/pub/ebyuhfd/issue/63147/960780
  • Arıkan, S. A. (2001). Fikri-sınai haklar açısından paralel ithalat – AB ve Türkiye [Yayınlanmamış Doktora Tezi]. Ankara Üniversitesi Sosyal Bilimler Enstitüsü.
  • Aslan, A. (2004). Türk ve AB Hukukunda fikri mülkiyet haklarının tükenmesi. Beta Yayıncılık.
  • Bagozzi, R. P., & Gurhan-Canli, Z., & Priester, J. R. (2002). The social psychology of consumer behavior. Open University Press.
  • Bart, T. N. (2008). Parallel trade of pharmaceuticals: a review of legal, economic, and political aspects. Value in Health, 11(5), 996–1005. https://doi.org/10.1111/j.1524-4733.2008.00339.x
  • Berman, B. (2004). Strategies to combat the sale of gray market goods. Business horizons, 47(4), 51–60. https://doi.org/10.1016/S0007-6813(04)00048-5
  • Bonadio, E. (2011). Parallel imports in a global market: Should a generalised international exhaustion be the next step? European Intellectual Property Review, 33(3), 153-161.
  • Budiman, S. (2012). Analysis of consumer attitudes to purchase intentions of counterfeiting bag product in Indonesia. International Journal of Management, Economics and Social Sciences, 1(1), 1-12.
  • Cespedes, F. V., Corey, E. R., & Rangan, V. K. (1988). Gray markets-causes and cures. Harvard Business Review, 66(4), 75-82.
  • Chen, H. L. (2002). Gray marketing and unfair competition. Atlantic Economic Journal, 30(2), 196-204. https://doi.org/10.1007/BF02299163
  • Clarke, I., & Owens, M. (2000). Trademark rights in gray markets. International Marketing Review, 17(3), 272-286. https://doi.org/10.1108/02651330010331660
  • Consolidated Version of The Treaty on the Functioning of the European Union (TFEU), 2012. Retrieved October 29, 2016, from https://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:12012E/TXT:en:PDF
  • Çamlıbel Taylan, E. (2001). Marka hakkının kullanımıyla paralel ithalatın önlenmesi. Seçkin Yayıncılık.
  • Directive (EU) 2015/2436. The European Parliament and of the Council of 16 December 2015 to approximate the laws of the Member States relating to trade. Retrieved April 05, 2018, from https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A32015L2436
  • Directive 2008/95/EC. The European Parliament and of the Council of 22 October 2008 to approximate the laws of the Member States relating to trade marks. Retrieved October 29, 2016, from https://eur-lex.europa.eu/legal-content/en/TXT/?uri=CELEX:32008L0095
  • Dobrin, S., & Chochia, A. (2016). The concepts of trademark exhaustion and parallel imports: A comparative analysis between the EU and the USA. TalTech Journal of European Studies, 6(2), 28-57. https://doi.org/10.1515/bjes-2016-0011
  • Duhan, D. F., & Sheffet, M. J. (1988). Gray markets and the legal status of parallel importation. Journal of Marketing, 52 (3), 75-83. https://doi.org/10.1177/002224298805200307
  • Ekdi, B. (2009). Avrupa Birliği’nde ilaçların yeniden paketlenmesi ve paralel ithalatı açısından “sınırlar”. FRM Dergisi, (9)2, 77-97.
  • Fataar, F., Goodman, S., Wadsworth, E., & Hammond, D. (2021). Consumer perceptions of ‘legal’ and ‘illegal’ cannabis in US states with legal cannabis sales. Addictive Behaviors, 112, 106563. https://doi.org/10.1016/j.addbeh.2020.106563
  • Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2), 130-132.
  • Fuhrmans, V., & Hensley, S. (2002, April 11). Companies try to curb cheap import of drugs. The Wall Street Journal. https://www.wsj.com/articles/SB1018475527638575520
  • Güllü, E. (2001). Marka hakkının tükenmesi ve paralel ithalat [Yayınlanmamış doktora tezi]. T.C. Türk Patent Enstitüsü Markalar Daire Başkanlığı.
  • Huang, J., Lee, B. C., & Hsun Ho, S. (2004). Consumer attitude toward gray market goods. International Marketing Review, 21(6), 598–614. https://doi.org/10.1108/02651330410568033
  • Jain, S. (2009). Parallel imports and trademark law. Journal of Intellectual Property Rights, 14(1), 14-27.
  • Karahan, M. O., & Şahin, F. (2020). Tüketicilerin taklit ürün satın alma tutumlarını ve niyetlerini etkileyen faktörlerin belirlenmesi: Nicel bir araştırma. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 11(1), 154-170. https://dergipark.org.tr/tr/pub/gumus/issue/52805/660444
  • Kayhan, F. (2001). Türk marka hukuku açısından paralel ithalat ve marka hakkının tükenmesi. FMR, 1, 52-70.
  • Kayhan, F. (2002). Tükenme ilkesi üzerine konferans. Rekabet Kurumu Perşembe Konferansları (ss. 131-150). 30 Ekim 2020’de erişim adresi http://www.rekabet.gov.tr/File/?path=ROOT%2F1%2FDocuments%2FPer%25c5%259fembe%2BKonferans%25c4%25b1%2BYay%25c4%25b1n%2Fperskonfyyn121.pdf
  • KPMG’s Gray Market Update White Paper. (2008). Effective channel management is critical in combating the gray market and increasing technology companies ‘Bottom line’. Retrieved August 20, 2016, from http://www.agmaglobal.org/cms/uploads/whitePapers/7-10-8KPMGWhitePaperGray MarketStudy.pdf
  • Lai, K. K.-Y., & Zaichkowsky, J. L. (1999). Brand imitation: Do the Chinese have different views? Asia Pacific Journal of Management, 16(2), 179–192. https://doi.org/10.1023/A:1015482707900
  • Liao, C. H., & Hsieh, I. Y. (2013). Determinants of consumer’s willingness to purchase gray-market smartphones. Journal of Business Ethics, 114(3), 409–424. https://doi.org/10.1007/s10551-012-1358-7
  • Markaların Korunması Hakkında Kanun Hükmünde Kararname. (1995). No. 556, Yayım 24.06.1995.
  • Mathur, L. K. (1995). The impact of international gray marketing on consumers and firms. In N. Delener (Ed.), Ethical issues in international marketing (pp. 39-60). Routledge.
  • Nart, S. (2009). Rekabetin korunması kapsamında fikri ve sınai hakların sınırları. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 11(1), 113-146. http://hdl.handle.net/20.500.12397/5326
  • Oswald, L. J. (2006). Statutory and judicial approaches to gray market goods: The material differences standard. Kentucky Law Journal, 95, 107-144.
  • Paton, E. (2021, August 24). Luxury’s gray market is emerging from the shadows. The New York Times. https://www.nytimes.com/2021/08/24/fashion/fashion-luxury-gray-market.html
  • Phelps, J., Biggs, D., & Webb, E. L. (2016). Tools and terms for understanding illegal wildlife trade. Frontiers in Ecology and the Environment, 14(9), 479-489. https://doi.org/10.1002/fee.1325
  • Pınar, H. (2002, Ekim). Fikri mülkiyet hakları ve rekabet hukuku ‘hakkın tüketilmesi’. İçinde Perşembe Konferansları (ss. 119-129). https://www.rekabet.gov.tr/Dosya/persembe-konferanslari-yayinlari/perskonfyyn120.pdf
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There are 61 citations in total.

Details

Primary Language Turkish
Subjects Consumer Behaviour, Import Export Management
Journal Section Articles
Authors

Aybike Salman 0000-0002-3527-5624

Yaşar Numan Aksanyar 0000-0002-7410-4166

Erkan Özdemir 0000-0003-0903-7638

Project Number KUAP(İ)-2019/7 kodlu BAP Küçük Ölçekli Uygulamalı Araştırma Projesi
Publication Date June 30, 2023
Submission Date December 22, 2022
Published in Issue Year 2023 Volume: 16 Issue: 1

Cite

APA Salman, A., Aksanyar, Y. N., & Özdemir, E. (2023). Paralel İthalatın Yasal Çerçevesi ve Tüketicilerin Paralel İthalat Ürünlerinin Yasal Yönü Hakkındaki Farkındalıkları Üzerine Bir Araştırma. International Journal of Social Inquiry, 16(1), 207-227. https://doi.org/10.37093/ijsi.1222903

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