caerCentral Asian Economic ReviewCentral Asian Economic Review2789-43982789-4401Университет Нархоз10.52821/2789-4401-2025-3-91-105caer-1492Research ArticleБИЗНЕС И УПРАВЛЕНИЕ: ПРОБЛЕМЫ И РЕШЕНИЯBUSINESS AND GOVERNANCE: ISSUES AND SOLUTIONSВлияние эмоциональной лояльности к бренду на поведение казахстанских потребителей индустрии модыThe impact of emotional brand loyalty on the behavior of Kazakhstan fashion industry consumersПотлуриР. М.PotluriR. M.

Алматы 

Rajasekhara Mouly Potluri – Professor, PhD

Almaty 

prmouly24@gmail.comДжумасейтоваА.JumasseitovaA. K.

Алматы 

Assel Kenesovna Jumasseitova - Professor, PhD of Economic Sciences, PhD in management

Almaty 

a.dzhumaseitova@kbtu.kzАлыбаеваД.AlybayevaD.

Алматы 

Dana Alybayeva - DBA candidate 

Almaty 

d.aybayeva@kbtu.kzБизнес-школа КБТУ, Казахско-Британский технический университетКазахстанKBTU Business School, Kazakh-British Technical UniversityKazakhstan2025140820250391105Copyright © Потлури Р.М., Джумасейтова А.K., Алыбаева Д., 20252025Потлури Р.М., Джумасейтова А., Алыбаева Д.Potluri R.M., Jumasseitova A.K., Alybayeva D.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://caer.narxoz.kz/jour/article/view/1492

Цель. Основная цель данного исследования — изучить влияние любви к бренду на поведение потребителей в индустрии моды Казахстана. Акцент сделан на эмоциональные связи, которые формируются между потребителями и брендами, и их влияние на покупательские решения.Методология. Исследование основано на смешанном подходе: включены наблюдения, фокусгруппы и опросы. Данные собирались из первичных и вторичных источников с использованием анкет и качественных методов. Применялась стратегическая выборка с охватом различных демографических групп. Проведена проверка надежности, валидности и оценка гипотез.Ценность. Работа дает практические рекомендации для маркетологов и стратегов брендов по повышению вовлеченности и лояльности клиентов. Изучение любви к бренду в условиях развивающегося рынка вносит вклад в академическое и прикладное понимание эмоциональных связей с брендом.Результаты. Обнаружены ключевые демографические тенденции, подтверждена надежность инструментов, установлено значительное влияние любви к бренду на покупательское поведение. Основную роль играют доверие, идентичность и социальные сети. Отмечены ограничения, связанные с размером выборки и культурными различиями.

Purpose of the Research.The main purpose of this research paper is to examine the impact of brand love on consumer purchasing behavior within the Kazakhstan fashion industry. It emphasizes the emotional bonds consumers form with brands and how these connections influence their buying decisions.Methodology. This study employs a mixed-methods approach, incorporating observational studies, focus groups, and surveys to explore the dynamics of brand love. Data collection was conducted through primary and secondary sources using questionnaires and qualitative measurements. A strategic sampling plan was applied to ensure representation across diverse demographic groups. The research also includes rigorous testing of the reliability and validity of the research instruments and evaluates key hypotheses.Originality/Value of the Research. This study provides actionable insights for marketers and brand strategists seeking to enhance consumer engagement and loyalty. By examining the emotional aspects of brand love in an emerging market context, it offers valuable contributions to both academic research and practical brand development strategies.Findings. The analysis reveals significant demographic trends and confirms the reliability of the research tools. It demonstrates that brand love plays a crucial role in shaping consumer behavior. The study also acknowledges limitations related to sample size, cultural variability, and the subjective nature of psychological constructs.

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The authors declare that there are no conflicts of interest present.