International Corporate Visual Identity: Standardization or Localization?

T C Melewar and John Saunders
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T C Melewar: University of Warwick
John Saunders: Aston University

Journal of International Business Studies, 1999, vol. 30, issue 3, 583-598

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.© 1999 JIBS. Journal of International Business Studies (1999) 30, 583–598

Date: 1999
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