@article{MAKHILLIBM2016102526948,
    title = {Investigating the Effect of Brand on the Export
(Case Study: Amir Kabir Steel Company)},
    journal = {International Business Management},
    volume = {10},
    number = {25},
    pages = {5851-5858},
    year = {2016},
    issn = {1993-5250},
    doi = {ibm.2016.5851.5858},
    url = {https://makhillpublications.co/view-article.php?issn=1993-5250&doi=ibm.2016.5851.5858},
    author = {Ali and},
    keywords = {Brand,export,brand loyalty,brand quality,brand association,brand awareness and willingness to accept the brand extension},
    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.}
    }