THE INFLUENCE OF BRAND IMAGE ON YOUNG APPAREL BUYERS IN TASHKENT, UZBEKISTAN

The research investigates the impact of brand image on the buying behavior of young apparel consumers between the age of 18 to 34 with the Republic of Uzbekistan. Comprehending consumer behavior has become crucial for both foreign and domestic apparel brands as the country is transitioning from a apparel raw material provider to a high-end retail hub. The current study is the result of a PhD research in which a positivist philosophy along with deductive method were used to analyze data from 364 participants in the capital city of Uzbekistan, Tashkent. The outcome of the study exposes that brand attractiveness and external factors like price and social media influencers mainly trigger the buying frequency among young Uzbek apparel consumers despite indicating a weak traditional loyalty towards apparel brands in the Uzbekistan. The current research offers a strategic roadmap to navigate the “loyalty gap” in the Emerging markets like Uzbekistan