MODA ELEMENTLARINING MILLIY BREND SHAKLLANISHIDAGI ROLI VA METODOLOGIYASI
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Аннотация:
Zamonaviy brendingning muhim xususiyatlaridan biri — madaniy shaxsiyatni aks ettiruvchi yangi turdagi moda elementlarining paydo bo‘lishidir. Globalizatsiyaning tezlashuvi natijasida an’ana bilan zamonaviylik kesishmasidagi dizayn simboliklari tanlovi oshgani ma’lumot yitishining asosiy harakatchaniga aylangan. Shu ma’noda ushbu tadqiqotning maqsadi milliy kontekstlarda brending strategiyalarini baholash uchun hist-tuyg‘u tahlilidan foydalangan holda moda elementlarini tahlil qilish va baholashdir. Tadqiqot davomida biz moda motivlarini madaniy aloqadorligi va emotsional rezonansiga qarab tasniflaymiz hamda milliy brend shakllanishining uyg‘unligini mustahkamlashga qaratilgan toifalarni ko‘rib chiqamiz. Og‘irlik darajasi (AHP matrisi) va hist‑tuyg‘u polariteti indeksini birlashtirish orqali bu tadqiqot ikki tahliliy vositani solishtirib, nisbiy ahamiyat va jamoatchilik qabulini baholash uchun empirik qaror modelini yaratadi. Natijalar shuni ko‘rsatdiki, eng yuqori og‘irlik darajasi mato motivlarida (0.42) qayd etilgan, eng pasti esa aksessuar motivlarida (0.19) va hist‑tuyg‘u ballari 0.15 dan 0.38 gacha bo‘lgan, ya’ni o‘zgaruvchanlik katta emasligiga ishora qiladi. Ushbu tadqiqotda olingan xulosalar va taklif etilgan qaror modeli siyosatbelgilovchilar uchun brendingga oid yo‘riqnomalarni ishlab chiqishda va madaniy shaxsiyatni saqlashda strategik doira taqdim etadi. Kengroq qo‘llanilishi uchun, raqamli etnografiyani qo‘shish orqali ushbu moda boy madaniy artefaktlarning ko‘rinishini yanada oshirish yo‘llari o‘rganilishi mumkin.
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