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Son 3 (2025)
Marketing

Articles

MILLIY MODANING GLOBAL MADANIY VA RAQAMLI KOMMUNIKATSIYA UYGʻUNLIGIGA ASOSLANGAN STRATEGIK MARKETING YONDASHUVI

Nashr etilgan 2025-03-28

Mualliflar
Tuxtaeva Oydinoy Normamatovna
Tashkilot
Tadbirkor,imij -stilist
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Annotatsiya

Ushbu tadqiqotda Oʻzbekistonning milliy moda brendlari misolida ularning global brendga aylanish jarayoni tahlil qilingan. Ishda madaniy identitetning brend identifikatsiyasidagi oʻrni, raqamli kommunikatsiya vositalarining isteʼmolchi bilan emotsional aloqa shakllantirishdagi funksiyasi hamda brend sodiqligiga taʼsir etuvchi psixologik omillar oʻrganilgan. Lali Fashion, Bibio na va Khan -Atlas brendlari asosida amaliy tahlillar oʻtkazilib, Kapfererning Brand Identity Prism modeli, Kotlerning 5A marketing modeli va Oysermanning Identity -Based Motivation nazariyasi asos qilib olingan. Tahlil natijalari milliy moda brendlarining mu vaffaqiyati ular tomonidan madaniy mazmun, raqamli strategiya va shaxsiy identitet uygʻunligida shakllantirilgan kommunikatsiya modeliga bevosita bogʻliq ekanini koʻrsatgan.

Kalit so'zlar

milliy moda, global brendlashuv, madaniy identitet, raqamli kommunikatsiya, brend sodiqligi, emotsional aloqa, Kapferer modeli, 5A model

Adabiyotlar ro'yxati

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Yuklab olishlar

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