Tel: +998977838464

No. 8 (2026)
Marketing

Scientific articles

OZIQ-OVQAT SANOATIDA INNOVATSION FAOLIYATNING BREND RIVOJIGA TAʼSIRI

DOI 10.67668/mj/2026iss8/1923

Published 2026-09-03

Authors
Muratova Shohista Nimatullayevna
pdf (Uzbek) Google Scholar Google Scholar

Abstract

Maqolada oziq-ovqat sanoatida innovatsion faoliyatning oziq-ovqat brendlarini rivojlantirishga taʼsiri nazariy va empirik jihatdan tadqiq etilgan bo‘lib, resurslarga asoslangan yondashuv, dinamik qobiliyatlar nazariyasi, bozorga yo‘naltirilganlik konsepsiyasi hamda isteʼmolchiga asoslangan brend kapitali nazariyasi integratsiya qilingan. O‘zbekiston oziq-ovqat sanoati misolida innovatsion faoliyat  va brend rivojlanishi o‘rtasidagi munosabatlarni baholash uchun PLS-SEM modeli ishlab chiqilgan.

Keywords

oziq-ovqat sanoati, innovatsion faoliyat, mahsulot innovatsiyasi, jarayon innovatsiyasi, marketing innovatsiyasi, qadoqlash innovatsiyasi, oziq-ovqat brendi, brend kapitali, brend natijadorligi, PLS-SEM.

References

  1. Barney J. Firm resources and sustained competitive advantage. // Journal of Management, 17(1), 1991. - P.99-120.
  2. Henseler J., Ringl C., Sarstedt M. A new criterion for assessing discriminant validity in variance-based structural equation modeling. // Journal of the Academy of Marketing Science, 43, 2015. - P.115-135.
  3. Keller K.L. Conceptualizing, measuring, and managing customer-based brand equity. // Journal of Marketing, 57(1), 1993. - P.1-22.
  4. Marín García A., Gil-Saura I., Ruiz-Molina M. Does innovation contribute to generate brand equity and customer satisfaction? Evidence in the large grocery distribution. // Cuadernos de Gestión, 20(3), 2020. - P.29-40. https://doi.org/10.5295/cdg.191130am
  5. Norskov S., Chrysochou P., Milenkova M. The impact of product innovation attributes on brand equity. // Journal of Consumer Marketing, 32(4), 2015. - P.245-254. https://doi.org/10.1108/JCM-10-2014-1198
  6. Pappu R., Quester P. How does brand innovativeness affect brand loyalty? // European Journal of Marketing, 50(1-2), 2016. - P.2-28. https://doi.org/10.1108/EJM-01-2014-0020
  7. Pham T., Le G., Tran C., Le P. The role of innovation activities on brand equity and brand performance: The moderating effects of economic benefit. // Transformations in Business & Economics, 23(2), 2024. - P.296-318. https://doi.org/10.15388/TIBE.2024.36684
  8. Ponnam A., Sreejesh S., Balaji M. Investigating the effects of product innovation and ingredient branding strategies on brand equity of food products. // British Food Journal, 117(2), 2015. - P.523-537. https://doi.org/10.1108/BFJ-12-2013-0376
  9. Sharma P., Davcik N., Pillai K. Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance. // Journal of Business Research, 69 (12), 2016. - P.5662-5669. https://doi.org/10.1016/j.jbusres.2016.03.074
  10. Teece D., Pisano G., Shuen A. Dynamic capabilities and strategic management. // Strategic Management Journal, 18(7), 1997. - P.509-533.
  11. Yoo B., Donthu N., Lee S. An examination of selected marketing mix elements and brand equity. // Journal of the Academy of Marketing Science, 28(2), 2000. - P.195-211.

Downloads

Download data is not yet available.