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The Effect of Countries Environment & Branding on Handmade Carpet Export Markets | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| Volume 6, Issue 2 - Serial Number 18, June 2019, Pages 83-113 PDF (1.07 M) | ||
| Document Type: Research Paper | ||
| DOI: 10.22051/bmr.2020.30135.1940 | ||
| Authors | ||
| nazila niakan lahiji1; Manijeh Haghighinasab* 2; Khadivar Khadivar3 | ||
| 1Ph.D، student of international marketing، Alzahra University | ||
| 2Corresponding Author Faculty member of Alzahra University. | ||
| 3Faculty member of Alzahra University. | ||
| Abstract | ||
| In this study, the effect of branding along with macro variables and market potential of countries on the export of handmade carpets is investigated. The present study is a fundamental one in which a quantitative method has been used. Six hypotheses were defined. The data was collected from 217 countries through 1) valid international databases and 2) two questionnaires. PLS was used to analyze the collected data. The results indicated that the four cultural, economic, political and branding variables affect export performance, respectively. Finally, it was suggested that to be present in the markets direct exporters prioritize the variables and indicators of the final model according to their coefficients and to participate more actively in the policy-making discussions of cooperatives and associations. Also maintain or improve the brand of Iran and Irainian carpet in other countries by providing quality carpets in terms of gender, texture density, design and color. | ||
| Keywords | ||
| Branding; Export; Handmade Carpet; Economic Environment; Political Environment; Cultural Environment; Market Potential; Geographic Variable | ||
| References | ||
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