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.
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*T.C. Melewar is Lecturer in Marketing and Strategic Management at Warwick Business School with previous experience at MARA Institute of Technology, Malaysia and De Montfort University, U.K. He has a first degree in Business from Indiana University (Bloomington), an MBA from Cleveland State University and a Ph.D. from Loughborough University. His research interests include corporate identity international consumer behavior and marketing strategy
**John Saunders B.Sc. (Loughborough), MBA (Cranfield), Ph.D. (Bradford), FBAM, FCIM, FRSA is Professor of Marketing and Head of Aston Business School. He is President of the European Marketing Academy and assistant editor of the British Journal of Management. His publications include The Marketing Initiative, co-authorship Marketing Strategy and Competitive Positioning and Principles of Marketing: the European Edition, and over sixty refereed journal articles.
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Melewar, T., Saunders, J. International Corporate Visual Identity: Standardization or Localization?. J Int Bus Stud 30, 583–598 (1999). https://doi.org/10.1057/palgrave.jibs.8490084
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DOI: https://doi.org/10.1057/palgrave.jibs.8490084