The Effect of Brand Equity on Export Brand Competitiveness: The Role of Strategic Orientation

Document Type : Original Article

Authors
Mehdi Khakzadian 1
Seyed Sadegh Eimani 2
Seyedeh Maryam Emadi 2
1 Assistant Professor, Faculty Member, Pardisan Higher Education Institute, Fereydoonkenar, Iran.
2 Master's Degree, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran.
10.22034/jmek.2024.153160
Abstract
Brand equity is increasingly regarded as a strategic asset that enables firms to sustain their position in competitive international markets. This study aimed to identify the effect of brand equity on export brand competitiveness, considering the mediating role of strategic orientation. In terms of purpose, the research was applied; in terms of data collection and design, it was descriptive–survey, and since it examined relationships among variables, it was correlational. The statistical population consisted of the customers of export brands. The sample size was determined as 384 respondents using Morgan's table and selected through simple random sampling. Data were collected using a questionnaire developed on the basis of the dimensions, components and indicators of the research constructs. The Kolmogorov–Smirnov (K–S) test was applied to examine distribution normality, and its results confirmed that the data were normally distributed. Accordingly, linear regression was employed to test the hypotheses, alongside the Durbin–Watson test and analysis of variance. The findings showed that brand equity had a significant effect on export brand competitiveness and on strategic orientation. Strategic orientation also exerted a significant effect on export brand competitiveness. Furthermore, the mediation analysis indicated that strategic orientation played a partial mediating role in the relationship between brand equity and export brand competitiveness. Accordingly, managers of export-oriented firms can improve their competitive position in international markets by strengthening brand equity and reinforcing strategic orientations. These results provide a basis for integrating brand-building investments with strategic decision-making in export markets.
Keywords
brand equity
strategic orientation
brand competitiveness
export brand
Subjects
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  • Receive Date 06 December 2023
  • Revise Date 01 January 2024
  • Accept Date 10 March 2024