The Effect of Branding on Marketing and Export of Knowledge Companies Products (Case Study: Companies under Mazandaran Science and Technology Park)

So far, there has been much research in the fields of science and research technology, but there is no research found on the determinants of brand equity in knowledge firms. Considering that the ability to provide technological and innovative products is the key to the success of firms in a highly dynamic environment, Experts have developed the knowledge of marketing in knowledge businesses as the basis for sustainable competitive advantage. Therefore, the main objective of this paper is to explore the effect of branding in the development of marketing and exporting knowledge companies' products to the neighboring countries' markets. Data were collected by questionnaire from customers of knowledge firms based on Mazandaran science and science parks. As the research methodology, SPSS20 software has been used for structural equations and Smart PLS2 to evaluate the validity and reliability of the research variables. The results show that there are positive and significant relationships among leadership with marketing strategy, leadership with the marketing mix, marketing mix with marketing strategy, marketing strategy with market analysis and perception. However, leadership has not positive and significant relationship with the marketing mix, market perception with the marketing mix, and marketing strategy with the marketing mix. Findings of this study have practical applications to increase brand equity by strengthening relationship marketing patterns.