A comparative investigation of Iranian exporters’ and American importers’ perception of Persian handmade carpet branding strategy in the U.S. market

Document Type : Research Paper


1 Associate Prof., Faculty of Management, University of Tehran, Tehran, Iran

2 PhD. Candidate in Business Policy Making, Faculty of Management, University of Tehran, Iran


This comparative study investigates the Iranian exporters and the U.S. importers perception of Persian carpet branding strategy in the U.S. market. Wong and Merrilees conceptual model of international branding strategy (2007) is used as the base model. Two separate models for these communities are extracted. Results indicated that the two models are different together and with the base model due to different perceptions of Iranian exporters and the U.S importers of brand performance and market position. This conceptual difference makes the brand position in the target market not to stabilize well, marketing activities of the Iranians not to have desirable outcomes, performance brand in the U.S. market to be weak and gradually lose its market share to the competitors. Finally, based on this study, strategies to eliminate the perception gap and stabilize the brand position being offered.


Main Subjects

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