Mahalliy moda brendlarini iste’molchilar kiyinish imijiga ta’sirini ekonometrik baholash
DOI:
https://doi.org/10.5281/zenodo.17211856Keywords:
regressiya, omil, WOW, brend, moda industriyasi, moda, imij, moda brendlari.Abstract
Mazkur maqolada mahalliy moda brendlarining iste’molchilar kiyinish imijiga ta’siri ekonometrik usullar
orqali tahlil qilinadi. Tadqiqotda regressiya tahlili qo‘llanib, iste’molchilarning xarid qilish niyatiga ta’sir etuvchi asosiy
omillar – brend sodiqligi, brendni qabul qilish va og‘zaki reklama aniqlangan. Olingan natijalar shuni ko‘rsatadiki,
ushbu omillar kompleks tarzda qo‘llanganda mahalliy moda brendlari uchun bozordagi raqobat ustunligini ta’minlaydi.
Shuningdek, maqolada O‘zbekiston sharoitida brend strategiyalarini ishlab chiqishda amaliy tavsiyalar berilgan bo‘lib,
ular iste’molchilarning imijini shakllantirish va milliy moda brendlarining global maydondagi mavqeini mustahkamlashga
xizmat qiladi.
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