International corporate visual identity: standardization or localization?

Melewar, T. C. and Saunders, John (1999) International corporate visual identity: standardization or localization? Journal of International Business Studies (30) . pp. 583-598. ISSN 0047-2506 [Article] (doi:10.1057/palgrave.jibs.8490084)


This study examines the influences on the international standardization of corporate visual identity for a sample of U.K. multinationals. The results suggest that market entry form and equity holding are associated with the degree of corporate visual identity standardization. Further findings show the influence of culture, nationalism and product attributes on corporate visual identity standardization.

Item Type: Article
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 13295
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Depositing User: Devika Mohan
Date Deposited: 13 May 2014 06:31
Last Modified: 13 Oct 2016 14:30

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