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 | |
| Publication status | Published - 1 Sept 1999 |
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