The effect of brand advantage on export ventures

Research in the field of export marketing suggests that resources play an important role in providing necessary investments for development of businesses for exporting goods and services. The present study examines the factors influencing brand advantage for export ventures in small and medium firms (SMEs) located in city of Tehran, Iran. In this survey, we choose a sample of 256 managers of the SMEs randomly and distribute a questionnaire among them in Likert scale. Cronbach alpha has been calculated as 0.770, which is well above the minimum desirable level. Using principal component analysis, the study has detected six factors including organizational advantages, future studies, position of the firm in the market, product capability, the consumerʹs image and development tools influencing the most on export development. The implementation of structural equation modeling has also determined positive as well as negative impact of the factors on export ventures.