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Scientific articles

OLIY TA’LIM MUASSASALARIDA BREND KAPITALINI SHAKLLANTIRISH VA UNING MARKETING SAMARADORLIGIGA TA’SIRINI BAHOLASH

DOI 10.67668/mj/2025issspecial/1999

Published 2025-10-16

Authors
Maxmudov Faxriddin Umarovich
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Abstract

Tezisda oliy ta'lim muassasasi brend kapitalining iqtisodiy mohiyati va uning marketing samaradorligiga ta'siri o'rganildi. Brend kapitali nomoddiy aktiv sifatida talqin qilinib, uning taniqlilik, idrok etilgan sifat, assotsiatsiyalar va sodiqlik o'lchovlariga ajratilishi asoslandi. Xalqaro adabiyotda ishlab chiqilgan o'lchov apparati oliy ta'lim konteksti uchun moslashtirilib, har bir o'lchovning muassasa amaliyotidagi ko'rinishi aniqlandi. Brend kapitali indeksini hisoblash hamda uni jalb qilish xarajati va marketing qaytimi ko'rsatkichlari bilan bog'lash tartibi taklif etildi. Brend kapitalining ta'siri bevosita emas, xizmat sifati idroki orqali uzatiladigan mexanizm sifatida izohlandi. Ta'sirning xarajat va natija tomonidagi ikki yo'nalishi ajratilib, ularning birgalikda hisoblanishi brend dasturining iqtisodiy asosini berishi ko'rsatildi. Yakunda muassasa darajasida brendni shakllantirish dasturini tuzish va uning natijasini muntazam kuzatishga qaratilgan amaliy tavsiyalar berildi.

Keywords

oliy ta'lim muassasasi, brend kapitali, idrok etilgan sifat, brend sodiqligi, marketing samaradorligi, jalb qilish xarajati, marketing qaytimi

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