International corporate visual identity: Standardization or localization?

T. C. Melewar; John Saunders

doi:10.1057/palgrave.jibs.8490084

International corporate visual identity: Standardization or localization?

T. C. Melewar, John Saunders

Marketing & Strategy

Research output: Contribution to journal › Article › peer-review

Abstract

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.

Original language	English
Pages (from-to)	583-598
Number of pages	16
Journal	Journal of International Business Studies
Volume	30
Issue number	3
DOIs	https://doi.org/10.1057/palgrave.jibs.8490084
Publication status	Published - 1 Sept 1999

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International corporate visual identity: Standardization or localization?

Abstract

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