ЦИФРОВОЕ БУДУЩЕЕ УЗБЕКИСТАНА: ПУТИ ПРЕОДОЛЕНИЯ ГЛОБАЛЬНОГО РАЗРЫВА И ИНТЕГРАЦИЯ В МИРОВУЮ ЭКОНОМИКУ

Аннотация

The article presents a comparative analysis of corporate sponsorship models of two leading Uzbek companies - Safia confectionery house and Korzinka supermarket chain. The study reveals two different approaches to using sponsorship as a corporate image management tool: emotion-oriented model (Safia) and technology-oriented model (Korzinka). The mechanisms of associative image transfer, the role of corporate social responsibility in forming sponsorship strategies, and features of adapting international practices to local context are analyzed. Results show that sponsorship success is determined by depth of integration with corporate strategy, alignment with target audience values, and ability to create long-term emotional connection with consumers. Keywords: corporate sponsorship; image management; associative transfer; emotional marketing; corporate social responsibility; case analysis; Uzbek companies. 27 ` Annotatsiya Maqolada O'zbekistonning ikki yetakchi kompaniyasi - Safia qandolat uyi va Korzinka supermarketlar tarmog'ining korporativ homiylik modellariga qiyosiy tahlil berilgan. Tadqiqot homiylikni korporativ imijni boshqarish vositasi sifatida qo'llashda ikki xil yondashuvni aniqlaydi: hissiy-yo'naltirilgan model (Safia) va texnologik-yo'naltirilgan model (Korzinka). Assotsiativ imij o'tkazish mexanizmlari, biznesning ijtimoiy mas'uliyatining homiylik strategiyalarini shakllantirishdagi roli va xalqaro amaliyotlarni mahalliy kontekstga moslashtirishning o'ziga xos xususiyatlari tahlil qilinadi. Natijalar shuni ko'rsatadiki, homiylikning muvaffaqiyati korporativ strategiya bilan integratsiya chuqurligiga, maqsadli auditoriya qadriyatlari bilan moslashishiga va iste'molchilar bilan uzoq muddatli hissiy bog'lanish yaratish qobiliyatiga bog'liq. Kalit so'zlar: korporativ homiylik; imijni boshqarish; assotsiativ o'tkazish; hissiy marketing; biznesning ijtimoiy mas'uliyati; keys-tahlil; o'zbek kompaniyalari.