DETERMINANTS OF BRAND EMOTIONAL ATTACHMENTS OF CONSUMERS IN UZBEK MARKET

Аннотация

Purpose – The purpose of the research is to form the basis for a dissertation exploring the determinants of brand emotional attachments among consumers in the Uzbek market. It aims to investigate the relationship between emotional brand attachment, customer attitudes, and brand loyalty. The dissertation seeks to fill research gaps, provide insights for building stronger emotional connections with customers, and contribute to understanding consumer behavior in Uzbek market. Methodology approach – The methodology for this dissertation will utilize a quantitative research approach, drawing on the works of various authors. It will involve surveying 150 consumers in the Uzbek market using a questionnaire consisting of 12 questions. The survey will be administered to the respondents through both Telegram and email platforms to ensure accessibilityand convenience. The questionnaire will be designed based on the research questions and hypotheses derived from the literature review, taking into consideration the contributions of authors such as Levy and the Hino (2016), Quach (1919), Korhonen (2018), Thompson et al. (2006), Kim et al. (2017), and Park et al. These authors have provided valuable insights into the concepts of long- term consumer engagement, emotive brand attachment, market differentiation, and the impact ofemotional brand connection onconsumer attitudes and brand profitability. After the survey data is collected from the 150 respondents, statistical analysis techniques, such as regression analysis, correlation analysis, and descriptive statistics, will be employed to analyze the data. These analyses will provide insights into the relationships between variables and enable the exploration of the determinants of brand emotional attachment among consumers in theUzbek market. Research Question: What are the factors that determine consumers' emotional attachment to brands in the Uzbek market? Objectives: ● Understand how customers' attitudes towards a brand are influenced by emotional brand attachment. ● Examinetheimpact of brand loyalty onemotional brand attachment. ● Investigate the relationship between customer satisfaction and emotional brand attachment. 106 INTERNATIONAL MULTIDISCIPLINARY JOURNAL FOR RESEARCH & DEVELOPMENT SJIF2019:5.2222020:5.5522021:5.6372022:5.4792023:6.5632024:7,805 eISSN:2394-6334 https://www.ijmrd.in/index.php/imjrd Volume12,issue08(2025) Findings - The research findings suggest that emotional brand attachment plays a significant role in determining consumers' attitudes and loyalty towards brands in the Uzbek market. The study reveals a positive relationship between emotional brand attachment and customer attitudes, indicating that when consumers develop emotional connections with a brand, it positively influences their perception and evaluation of the brand. Furthermore, the research highlights theimpact ofbrand loyalty onemotional brand attachment. The findings indicatethat emotional brand attachment is influenced by brand loyalty, suggesting that consumers who exhibit higher levels of loyalty towards a brand are more likely to develop stronger emotional attachments to that brand. Additionally, the study shows a positive relationship between customer satisfaction and emotional brand attachment. Consumers who are satisfied with a brand are more likely to develop emotional connections, indicating that customer satisfaction acts as a precursor to emotional brand attachment. These findings highlight the importance of emotional brand attachment in shaping consumer behavior and brand perceptions in the Uzbek market. Businesses can benefit from understanding and fostering emotional connections with consumers, as it can lead to enhanced customer attitudes, loyalty, and satisfaction. By focusing on building emotional brand attachments, companies can establish stronger relationships with theirtarget audience and differentiate themselves in thecompetitivemarketplace. Keywords:Brand love, Brand loyalty, Emotionalbrand attachment, Brand satisfaction. I.Introduction: According to Levy and the Hino (2016) as well as Quach (1919), long-term consumer engagement is highly valued in marketing as it fosters loyalty, commitment, and trust in abrand. Korhonen (2018) supports the concept of emotive brand attachment, which is influenced by behavior relationships, cognitive biases, and socio-emotional attachments. Thompson et al. (2006) emphasize the importance of emotional brand attachment as a driver of market differentiation and long-term competitive advantage. Kim et al. (2017) describe how emotional brand attachment motivates brands to enhance their interactions with clients, leading to brand profitability and long-term customer value. Previous research, such as that conducted by Fedorikhin (2008), Yeung and Wyer (2005), Boush (1991), and He (Li, 2010), has shown that a stronger emotional attachment to a brand extension increases consumers' association with the original brand. However, there is li