THE IMPACT OF BRANDING ON CUSTOMER CHOICE IN THE SERVICE SECTOR: A PRACTICAL ANALYSIS

Authors

  • Mamatkulova Shoira Djalolovna Candidate of Economic Sciences, Associate Professor of the Marketing Department, Samarkand Institute of Economics and Service

Keywords:

branding, customer choice, services, loyalty, brand reputation, consumer behavior, marketing strategies, customer experience, practical analysis.

Abstract

Our article examines the influence of branding on consumer behavior in the service industry. It focuses on how brands influence customer perceptions of quality, trust, and loyalty. We examine the practical aspects of brand building, including visual elements, reputation, marketing communications, and customer experience. Based on empirical data and case studies, we identify key factors that influence customer choice for a particular brand.

Downloads

Download data is not yet available.

References

Котлер Ф., Армстронг Г. Принципы маркетинга. – М.: Питер, 2020.

Aaker D. Building Strong Brands. – Free Press, 2010.

Keller K. L. Strategic Brand Management. – Pearson, 2013.

Zeithaml V., Bitner M., Gremler D. Services Marketing. – McGraw-Hill, 2018.

Kapferer J.-N. The New Strategic Brand Management. – Kogan Page, 2012.

Jalolovna M. S. Quality and Consumer Evaluation of Goods On The Market in an Innovation Economy //International Journal of Scientific Trends. – 2024. – Т. 3. – №. 1. – С. 93-96.

Jalolovna M. S. THE ROLE OF CONTENT MARKETING IN ATTRACTING AND RETAINING CUSTOMERS //Western European Journal of Historical Events and Social Science. – 2024. – Т. 2. – №. 3. – С. 22-26.

Маматкулова Ш. МЕҲНАТ БОЗОРИДА КАДРЛАР СИЁСАТИНИ ШАКЛЛАНТИРИШ БЎЙИЧА МАРКЕТИНГ ТАДҚИҚОТЛАРИНИ ТАШКИЛ ЭТИШ //Iqtisodiy taraqqiyot va tahlil. – 2024. – Т. 2. – №. 1. – С. 392-397.

Ловлок К., Райт Л. Маркетинг услуг. — СПб.: Питер, 2020.

Маматкулова Ш. ОРГАНИЗАЦИЯ МАРКЕТИНГОВЫХ ИССЛЕДОВАНИЙ ПО ФОРМИРОВАНИЮ КАДРОВОЙ ПОЛИТИКИ НА РЫНКЕ ТРУДА //Экономическое развитие и анализ. – 2024. – Т. 2. – №. 1. – С. 392-397.

Jalolovna M. S. Features of the development of the marketing strategy of the enterprise //European Journal of Molecular and Clinical Medicine. – 2020. – Т. 7. – №. 2. – С. 6194-6205.

Mamatkulova S. et al. Improvement of the GIS map of the potential of biomass for the development of bioenergy production in the Republic of Uzbekistan //AIP Conference Proceedings. – AIP Publishing, 2022. – Т. 2432. – №. 1.

Mamatkulova S. H. J. Communicative language teaching in the national context. TJE-Tematics Journal of Communication Skills ISSN 2277-3053, Vol-6-(Issue-1-2022), 2–5 [Электронный ресурс].

Маматкулова Ш. Ж. Место и роль маркетинговых исследований в маркетинговой деятельности промышленных предприятий //Архивариус. – 2020. – №. 8 (53). – С. 48-51.

Блэквелл Р., Миниард П., Энджел Дж. Потребительское поведение. — СПб.: Питер, 2021.

Downloads

Published

2025-12-08

How to Cite

Mamatkulova Shoira Djalolovna. (2025). THE IMPACT OF BRANDING ON CUSTOMER CHOICE IN THE SERVICE SECTOR: A PRACTICAL ANALYSIS. Journal of Applied Science and Social Science, 15(12), 235–238. Retrieved from https://www.internationaljournal.co.in/index.php/jasass/article/view/2569

Issue

Vol. 15 No. 12 (2025): Volume 15 Issue 12

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

All content published in the Journal of Applied Science and Social Science (JASSS) is protected by copyright. Authors retain the copyright to their work, and grant JASSS the right to publish the work under a Creative Commons Attribution License (CC BY). This license allows others to distribute, remix, adapt, and build upon the work, even commercially, as long as they credit the author(s) for the original creation.