The research has been planned and conducted with the aim of socio-cultural evaluation of the attitude of the undergraduate and graduate students in various countries against the branded clothes and comparing the differences amongst the countries. 406 students who were selected as a result of the random sampling amongst the university students who attend universities in Ankara, coming from Ankara in Turkey, Nicosia in Turkish Republic of Northern Cyprus (T.R.N.C.), Liverpool in England and student from Turkic Republics constitute the sampling of the research. The data collected by the survey form which is developed by the researcher has been analyzed by using Social Sciences Statistics Package (SPSS).
At the end of the result, it was concluded that students who are following their educations in the countries which had been determined to have different socio-cultural values adopted the branded clothes, however, they could hardly afford to have one as the prices are high. It has also been determined that students in the western countries that manufacture and sell the brand are less fond of brands and that students define those in branded clothes as leaders, wealthy and having a good taste. In terms of attitude points against the branded clothes, no difference in terms of sex and eduation level has been determined, but it has been determined that there were differences in terms of country, income of the family and age groups, and these dirrences were evaluated.
Key Words: University youth, Brand, Clothes, Cultural difference, Socio-Culture.
