Fashion marketing as an instrument for shaping consumer-based brand value

Navruz-Zoda , Bakhtiyor, Aripova , Makhliyo

Innovation science and technologiy · 2026-yil

Annotatsiya

This article examines fashion marketing as a strategic instrument for shaping consumer-based brand value(CBBE) in the context of global competition. Drawing on a mixed-methods design — qualitative case analysis of fiveleading global brands (Zara, Louis Vuitton, Gucci, H&M, and Shein) and a quantitative survey of 312 consumers fromfive countries — the study identifies the key mechanisms through which fashion narratives are translated into perceivedbrand value. An original four-factor IECS model (Identity–Exclusivity–Community–Sustainability) is proposed, integratingthe dimensions of identity, exclusivity, community, and sustainability in consumer value formation. Practical implicationsfor branding strategies in the context of the post-pandemic transformation of the luxury and mass-market segments arealso discussed.

Maqola ma’lumotlari
MualliflarNavruz-Zoda , Bakhtiyor, Aripova , Makhliyo
JurnalInnovation science and technologiy
NashriyotТошкент давлат иқтисодиёт университети
Nashr sanasi2026-04-01
Jild2
Son4
TilIngliz
Ilmiy sohaIqtisodiyot
DOI10.5281/zenodo.19663887
Indeksga qo‘shilgan2026-08-26

DOI: 10.5281/zenodo.19663887 · Maqolaning asl sahifasi

Kalit so‘zlar

fashion marketing, consumer-based brand equity, global competition, branding, exclusivity, sustainability, brand identity, digital marketing, luxury segment, fast fashion

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APANavruz-Zoda , Bakhtiyor, & Aripova , Makhliyo (2026). FASHION MARKETING AS AN INSTRUMENT FOR SHAPING CONSUMER-BASED BRAND VALUE. Innovation science and technologiy, 2(4). https://doi.org/10.5281/zenodo.19663887
GOST (OAK)Navruz-Zoda , Bakhtiyor, Aripova , Makhliyo FASHION MARKETING AS AN INSTRUMENT FOR SHAPING CONSUMER-BASED BRAND VALUE // Innovation science and technologiy. – 2026. – T. 2, № 4. – DOI: 10.5281/zenodo.19663887.
MLANavruz-Zoda , Bakhtiyor, and Aripova , Makhliyo. “FASHION MARKETING AS AN INSTRUMENT FOR SHAPING CONSUMER-BASED BRAND VALUE.” Innovation science and technologiy, 2(4), 2026. https://doi.org/10.5281/zenodo.19663887
ChicagoNavruz-Zoda , Bakhtiyor, and Aripova , Makhliyo. “FASHION MARKETING AS AN INSTRUMENT FOR SHAPING CONSUMER-BASED BRAND VALUE.” Innovation science and technologiy, 2(4) (2026). https://doi.org/10.5281/zenodo.19663887
HarvardNavruz-Zoda , Bakhtiyor, and Aripova , Makhliyo (2026) ‘FASHION MARKETING AS AN INSTRUMENT FOR SHAPING CONSUMER-BASED BRAND VALUE’, Innovation science and technologiy, 2(4). https://doi.org/10.5281/zenodo.19663887
BibTeX
@article{navruzzodabakhtiyor2026,
  title = {FASHION MARKETING AS AN INSTRUMENT FOR SHAPING CONSUMER-BASED BRAND VALUE},
  author = {Navruz-Zoda , Bakhtiyor and Aripova , Makhliyo},
  journal = {Innovation science and technologiy},
  year = {2026},
  volume = {2},
  number = {4},
  doi = {10.5281/zenodo.19663887},
  url = {https://doi.org/10.5281/zenodo.19663887}
}

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