You have to use a register as index to move in the array:
mov si, arr ;register si points to base array
xor bx,bx ;BX=0
mov al, BYTE PTR[ROW]
cmp al, BYTE PTR[SI+BX] ;make comparison, address is SI(=arr)+BX(=index)
je IsEqual ;Match
For more info's
you can see this[
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