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| The Research on the Process Mechanism of Brand Internationalization about Emerging Market Enterprise from the Perspective of Empowerment |
| ZHANG Yuan，SUN Xinbo，QIAN Yu，ZHANG Hao |
| 1.Northeastern University, Shenyang, China; 2.Henan Normal University, Xinxiang, Henan, China |
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Abstract Taking TTF as a case, this study explores the brand internationalization progress and the underlying mechanism from the perspective of empowerment. The results show that the nature of brand internationalization of emerging market enterprise is the dynamic process of brand empowerment. At the different stages of brand internationalization, organizational learning behavior and brand internationalization ability will evolve under the influence of different driving factors. Organizational learning forms brand identity building capability, brand penetration capability, and brand acculturation capability, to help achieve the dynamic process of brand internationalization reserves, international identification and internationalization deepening transition. This paper puts forward the concept of brand empowerment, builds a bridge between brand internationalization and brand empowerment, and enriches the research on the dynamic process of brand internationalization of emerging market enterprises.
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Received: 06 June 2019
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