The role of brand equity on export brand competitiveness with respect to the role of strategic orientation

In today's world, the expansion of the food industry market on the one hand and increasing competitiveness between companies and customer expectations on the other hand, has encouraged food companies to create a strong brand in today's competitive markets. Therefore, the main purpose of this study is to identify the impact of brand value on brand competitiveness with respect to the role of strategic orientation in Kaleh Amol brand. This research is an applied research based on objectives and is based on data collection and research design in a descriptive-survey method. Since we are looking for a relationship between research variables, this research is also a correlational study. In the present study, the statistical population is the customers of Kaleh Amol brand, which according to Morgan's table is considered to be 384 people. A questionnaire was used to collect data. We used the Kolmogorov-Smirnov (KS) test to investigate the distribution normality. The result of the Kolmogorov-Smirnov (K.S) test is that the claim of the corresponding distribution is accepted. Therefore, in order to test the true hypotheses, we have used regression model, the results of which indicate that brand value has a significant effect on brand competitiveness and strategic orientation, and strategic orientation has a significant effect on brand competitiveness. Also, strategic orientation mediates the impact of brand value on brand competitiveness.