Strategic marketing approach of national fashion based on global cultural and digital communication harmony

Tuxtaeva Oydinoy Normamatovna

Marketing · 2025-yil

Annotatsiya

This study analyzed the transformation of Uzbekistanʼs national fashion brands into global ones. It examined the role of cultural identity in brand positioning, the function of digital communication in fostering emotional engagement with consumers, and psy chological drivers of brand loyalty. The brands Lali Fashion, Bibiona, and Khan -Atlas were used as case examples. The research drew upon Kapfererʼs Brand Identity Prism, Kotlerʼs 5A marketing model, and Oysermanʼs Identity -Based Motivation theory as analyt ical frameworks. The findings indicated that the success of 628 national fashion brands was strongly linked to their ability to integrate cultural meaning, digital storytelling, and identity -based consumer interaction into a cohesive branding strategy.

Maqola ma’lumotlari
MualliflarTuxtaeva Oydinoy Normamatovna
JurnalMarketing
NashriyotТошкент давлат иқтисодиёт университети
ISSN3060-4621
Nashr sanasi2025-03-28
Son3
TilIngliz
Ilmiy sohaIqtisodiyot
DOI10.67668/mj/2025iss3/471
Indeksga qo‘shilgan2026-10-18

DOI: 10.67668/mj/2025iss3/471 · Maqolaning asl sahifasi

Kalit so‘zlar

national fashion, global branding, cultural identity, digital communication, brand loyalty, emotional engagement, Kapferer model, 5A model, национальная мода, глобальный брендинг, культурная идентичность, цифровая коммуникация, лояльность к бренду, эмоциональная связь, модель Капферера, модель 5 A, milliy moda, global brendlashuv, madaniy identitet, raqamli kommunikatsiya, brend sodiqligi, emotsional aloqa, Kapferer modeli, 5A model

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APATuxtaeva Oydinoy Normamatovna (2025). STRATEGIC MARKETING APPROACH OF NATIONAL FASHION BASED ON GLOBAL CULTURAL AND DIGITAL COMMUNICATION HARMONY. Marketing, (3). https://doi.org/10.67668/mj/2025iss3/471
GOST (OAK)Tuxtaeva Oydinoy Normamatovna STRATEGIC MARKETING APPROACH OF NATIONAL FASHION BASED ON GLOBAL CULTURAL AND DIGITAL COMMUNICATION HARMONY // Marketing. – 2025. – № 3. – DOI: 10.67668/mj/2025iss3/471.
MLATuxtaeva Oydinoy Normamatovna. “STRATEGIC MARKETING APPROACH OF NATIONAL FASHION BASED ON GLOBAL CULTURAL AND DIGITAL COMMUNICATION HARMONY.” Marketing, (3), 2025. https://doi.org/10.67668/mj/2025iss3/471
ChicagoTuxtaeva Oydinoy Normamatovna. “STRATEGIC MARKETING APPROACH OF NATIONAL FASHION BASED ON GLOBAL CULTURAL AND DIGITAL COMMUNICATION HARMONY.” Marketing, (3) (2025). https://doi.org/10.67668/mj/2025iss3/471
HarvardTuxtaeva Oydinoy Normamatovna (2025) ‘STRATEGIC MARKETING APPROACH OF NATIONAL FASHION BASED ON GLOBAL CULTURAL AND DIGITAL COMMUNICATION HARMONY’, Marketing, (3). https://doi.org/10.67668/mj/2025iss3/471
BibTeX
@article{tuxtaevaoydinoynormamatovna2025,
  title = {STRATEGIC MARKETING APPROACH OF NATIONAL FASHION BASED ON GLOBAL CULTURAL AND DIGITAL COMMUNICATION HARMONY},
  author = {Tuxtaeva Oydinoy Normamatovna},
  journal = {Marketing},
  year = {2025},
  number = {3},
  doi = {10.67668/mj/2025iss3/471},
  url = {https://doi.org/10.67668/mj/2025iss3/471}
}

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