International corporate visual identity: Standardization or localization?

T. C. Melewar, John Saunders

Research output: Contribution to journalArticlepeer-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 languageEnglish
Pages (from-to)583-598
Number of pages16
JournalJournal of International Business Studies
Volume30
Issue number3
DOIs
Publication statusPublished - 1 Sep 1999

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