تأثیر محیط کلان کشور مقصد و برندینگ بر عملکرد صادراتی فرش دستباف ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری رشته مدیریت بازاریابی بین‌الملل

2 عضو هیئت عملی دانشگاه الزهرا، دانشیار گروه مدیریت

چکیده

این پژوهش بر آن است تا تأثیر برند سازی را در کنار متغیرهای اقتصادی، سیاسی، فرهنگی و جغرافیایی و پتانسیل بازار کشورها بر میزان صادرات فرش دستباف بدان کشورها موردبررسی قرار دهد. پژوهش حاضر از نوع کاربردی بوده و از روش کمی در آن استفاده شده است. اطلاعات مربوط به شاخص‌های مدل برای 217 کشور از طریق 1- پایگاه داده‌های معتبر بین‌المللی و داخلی و 2- توزیع دو پرسشنامه جمع‌آوری گردید. در این پژوهش شش فرضیه تعریف گردید و جهت تحلیل داده‌های جمع‌آوری شده از PLS استفاده شد. نتایج حاکی از آن بود که به ترتیب چهار متغیر فرهنگی، اقتصادی، سیاسی و برند سازی بیشترین تأثیر را بر عملکرد صادراتی دارند. درنهایت پیشنهاد گردید که صادرکنندگان مستقیم جهت حضور در بازارها متغیرها و شاخص‌های مدل نهایی را با توجه به ضرایب آن‌ها در اولویت بررسی خود قرار دهند و به کشورهایی که در این شاخص‌ها وضعیت مطلوبی دارند ولی حجم صادرات فرش دستباف به این کشور کم می‌باشد توجه بیشتری نموده و بررسی بیشتری انجام دهند. همچنین با ارائه فرش‌های باکیفیت از نظر جنس، تراکم بافت، طرح و رنگ برند کشور ایران و فرش ایرانی در سایر کشورها را حفظ نموده و یا بهبود دهند.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Countries Environment & Branding on Handmade Carpet Export Markets

نویسندگان [English]

  • nazila niakan lahiji 1
  • Manijeh Haghighinasab 2
  • Khadivar Khadivar 2
1 Ph.D، student of international marketing، Alzahra University
2 Corresponding Author Faculty member of Alzahra University.
چکیده [English]

 
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.

کلیدواژه‌ها [English]

  • Branding
  • Export
  • Handmade Carpet
  • Economic Environment
  • Political Environment
  • Cultural Environment
  • Market Potential
  • Geographic Variable

مراجع

Aaker, D. A. (1996), Building Strong Brands, New York: The Free Press /Simon and Schuster.
Abedin, M.R. Asgari, M. (2005). Comparative Advantages and Prioritization of Iranian Honey Export Markets, Agricultural Economics and Development, 13 (50), 167-200 (In Persian).
Alsadat Najafizadeh, N. Mehrabi, M. Karjalian R. Mashayekhnia A. (2011) Study of the Relationship between the Country of Origin and the Brand Equity Case Study: Grad 7(17) (in Persian).
Amjadi, A. Mohammadzadeh, R. Barikani, E. (2010). Determination of Iranian Pistachio and Date Export Markets Using Export Demand Patterns and Screening Method, Agricultural Economics and Development, 18 (70), 193-220 (In Persian).
Bamert, T. Wehrli H.P. (2005) Service quality as an important dimension of brand equity in Swiss services industries, Journal of Service Theory and Practice. 15(2):132-141.
Biniaz, A. (2011). Recent Developments in the Middle East and Economic Sanctions in Iran, Journal of Foreign Policy, 25 (3). 611-579(In Persian (.
Cryder, C. & MacDonald, G. (2010). Evolution in Luxury Consumption and Preferences, Washington University in St. Louis.
Dashti, GH. Khodaverdizade, M. Mohammad Rezaie, R. Fathi, Y. (2009). Market Structure and Prioritization of Iranian Pistachio Export Markets, Agricultural Knowledge, 19 (1), 11-21) In Persian (.
Delener, N. (1990). ‘The effects of religious fators on perceived risk in durable goods purchase decisions ‘, journal of Consumer Marketing, 7(3), 27.
Erenkol, A. D. & Duygun, A. (2010). Customers perceived brand equity and a research on the customers of Bellona which is a Turkish furniture brand. The Journal of American Academy of Business, 16(1), 93-109.
Ghasemi, F. (2007). Diplomacy and International Relations, Tehran: Mizan press )In Persian).
Ghazi zade, Sh. (2010). Strategic Relations between Iran and China, Tehran: Institute for Strategic Studies. 149-213 (In Persian (.
Harati, J. Behrad-Amin, M. Kahrazeh, S. (2015) A Study of the Factors Affecting Iran's Export (Gravity Model Application), Economic Growth and Development Research, 6(21)) In Persian (.
Hassan, S. S. & Craft, S. H. (2005). Linking global market segmentation decisions with strategic positioning options. Journal of Consumer Marketing. 22(2), 81-89.
Hauck, W.E. & Stanforth, N. (2007). Cohort perception of luxury goods and services, Journal of fashion marketing and management,11(2), 175-188.
Heydari, M. Moghaddam, M. Danai H. (2015) Review How to Increase Iran's Carpet Exports Abroad. Teknologi Tanaman. (12).
Hosseini, Sayed S. Kawasi, M. Drijani. A. (2008). The Comparative Advantage and Prioritization of Iranian Sturgeon Export Markets, Journal of Agricultural Sciences and Natural Resources, 15 (3), 1-8(In Persian (.
Iazdi, F. (2011). US Public Diplomacy on Iran, Tehran: Imam Sadegh University (In Persian).
Jagoe, R.J. (2008). Export Sales & Marketing Manual, Export Inst.
Kapferer, J. N. (2008), The new strategic brand management: creating and sustaining brand equity Long Term, 3 editions, London: kogan page.
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall.
Khastar Astana, H. Masonry, M. Shahnoushi, N. (2008). The Comparative Advantage and Position of Iranian Handmade Carpet Markets. Glamming, 113-124(In Persian (.
khorshidi, H. Azar, A. (2005). Designing an Intelligent Model for Evaluating the Attractiveness of International Markets, Quarterly Journal of Humanities, No. 42, 141-129(In Persian (.
Krugman, P. (1991). Geography and Trade, MIT Press, Cambridge, MA. USA.
Laborda, J. Salas, V. Suarez, C. (2020) Manufacturing firms' export activity: Business and financial cycles overlaps! International Economics
Lotfali Agheli, Salmani, M.A.H. (2012) Factors Affecting Market Share of Iranian Hand-woven Carpet in Singapore, International Journal of Economics and Financial, 7(1), 500-505(In Persian (.
Menadi, H. Zare A. (1390) The most effective and cost-effective source of brand equity. Two Societies - New Year's Eve Marketing 1(3) (in Persian).
Molana, H. (2008). Foreign Policy of the Islamic Republic of Iran in Ahmadinejad's Government, Tehran: Dadgostar Publication) In Persian (.
Mos hefi, M. (2016) Rated by Senior Official for the Evaluation of Iranian Carpets, Textile and Clothing Industry Monthly, No. 382, ​​77-86) In Persian (.
Niakan Lahiji, N. (2018) Designing a Smart Pattern for the Powerful Carpet Services Market in Iran. Doctoral dissertation on International Marketing at Al-Zahra University (In Persian (.
Panahi, M. (2012). Identifying Indicators and Prioritizing Target Markets of Iranian Carpets with Emphasis on International Environmental Factors, National Iranian Carpet Center (In Persian (.
Permeh, Z. Hosseini, M. Nabizadeh, A. Mohebbi, H.R. (2009). Export Capacities and Target Markets of Iranian Saffron, Journal of Business Research, No. 51, 59-95) In Persian (.
Praice, V. (2003). Public Opinion, Translators by Ali Rostampour; Elham Mortahami, Tehran: Institute for Strategic Studies.
Rastegari, F. Homayounifar, M. (2007). Investigation of Political and Economic Factors Affecting Iranian Non-Oil Exports, Agricultural Economics, No. 3, 388-379) In Persian (.
Rosena, J. Cox, R. Stephen, G. Gorne, H. Casey, Y. Yoshikazu, S. (2006). International Political Economy, and Globalization, Translated by: Hossein Pur Ahmadi, Tehran.
Saghafi Ameri, N. (2008). Iran and the Politics of Looking East, Tehran: Expediency Council, Center for Strategic Research) In Persian (.
Shafiee Roodpashti, M. Davoodi Z. (2016) Survey of Iranian Handmade Carpet Brand Position from European Customers' Viewpoints Journal of Brand Management, No. 11, 77-108 (In Persian (.
Sham Abadi, M.A. Khodadad Hosseini, Sayyid H. (2005). Designing an Export Marketing Model for Iranian Handmade Carpets, Doctoral dissertation, Tarbiat Modarres University) In Persian (.
Sham Abadi, M.A. Khodadad Hosseini, Sayyid H. (2007). Export Marketing of Iranian Handmade Carpets: Investigating the Affecting Factors, Journal of Business Research Quarterly 43, 1-4) In Persian (.
Sheng, S.Y. & Mullen, M.R. (2011). ‘A Hybrid Model for Export Market Opportunity Analysis ‘. International Marketing Review, 28(2), 1-33.
 Solleder, J. (2020) Market power and export taxes, European Economic Review, Vol 125
Vaeziy, M. (2009). Iran and Arabs, Tehran: Expediency Council, Center for Strategic Research, 211 (In Persian (.
Vali beigi, H. (2006). Investigating the International Marketing Environment for Handmade Carpets, National Iranian Carpet Center) In Persian (.
Vali beigi, H. (2006). Prioritizing Export Target Markets and Their Barriers, Case Study: Selection of Food Export Products, Journal of Business Research, No. 41, 53-89) In Persian (.
Zhang, Y. Liu, Ch. Wang, T. (2020) Direct or indirect? The impact of political connections
     on export mode of Chinese private enterprises, China Economic Review, vol. 61
Zulain, P. (2000). Diplomatic Law, Tehran: Foreign Ministry Press and Publication Center
      (In Persian (.
Warren J. Keegan - Mike C. Green (2010) Marketing Translated by: Abdolhamid Ebrahimi,
      Hormoz Mehrani, Office of Cultural Research Publications (In Persian (.
 

فایل ها

هم رسانی

ارجاع به این مقاله

آمار