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The Influencing Factors of Huawei’s Brand Internationalization

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Title: The Influencing Factors of Huawei’s Brand Internationalization

Author: Gao Ruijun

Advisor: Dr. Ma Yu

Degree: Master of Business Administration

Major: International Business Management

Faculty: บัณฑิตวิทยาลัย (Graduate School)

Academic year: 2567 (2024)

Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.374-385)  Proceedings  PDF


Abstract

     In the growing global market, to comply with the trend of the times, more and more enterprises have begun to choose multinational operations and carry out brand internationalization construction. Studying the influencing factors of Huawei’s brand internationalization is great for all Chinese enterprises to enter the international market, carry out brand internationalization construction, and enhance the influence of Chinese enterprises in the international market. The objective of the study was to explore the effect of brand positioning, brand awareness, brand innovation, and international talent on Huawei’s brand internationalization.

     This study adopted the quantitative research method. A total of 400 questionnaires were distributed during the survey period and 353 valid questionnaires were recovered, with a validity rate of 88.25%. This study found that brand positioning, brand awareness, brand innovation, and international talent have a significant positive effect on Huawei’s brand internationalization. For recommendations, Huawei’s brand internationalization strategy should focus on the following aspects: 1) Optimizing brand positioning; 2) Increasing brand awareness; 3) Strengthening brand innovation; 4) Nurturing international talent.

Keywords: Huawei, brand internationalization, brand positioning, brand awareness, brand innovation, international talent


The Influencing Factors of Huawei’s Brand Internationalization /

6417195827 Gao Ruijun 2567 (2024) The Influencing Factors of Huawei’s Brand Internationalization สารนิพนธ์ (Independent Study), Advisor: Dr. Ma Yu, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University