Authors : Ali Sabaghian and Vajihe Sabernezhad
Abstract: The study aimed to evaluate the effect of brand on export in Amirkabir Steel Company. Purpose of this study is causal and the method of research is descriptive.Research models are designed based on Aaker brand personality model is formed. The study population consisted of all customers in Amirkabir Steel Company (480 samples).Sampling was stratified sampling in this study included the number proportional to population size and sample size were selected based on a set formula (214 samples). In this study, standardized questionnaire brand equity (Aaker model) is used. Alpha coefficient obtained in this study for the total score variable of brand equity (0.823). In addition, for the dimensions of brand loyalty (0.674), brand association (0.798) brand quality (0.872) brand awareness (0.668) and willingness to accept the brand extension (0.847) have been obtained. The results show that brand equity impact on exports in Amirkabir Steel Company. Also according to the results of the research, brand loyalty, brand quality, brand association, brand awareness and willingness to accept brand extension has an impact on exports in Amirkabir Steel Company.
Ali Sabaghian and Vajihe Sabernezhad, 2016. Investigating the Effect of Brand on the Export (Case Study: Amir Kabir Steel Company). International Business Management, 10: 5851-5858.