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International corporate visual identity: Standardization or localization?

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UNSPECIFIED (1999) International corporate visual identity: Standardization or localization? JOURNAL OF INTERNATIONAL BUSINESS STUDIES, 30 (3). pp. 583-598.

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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.

Item Type: Journal Article
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Journal or Publication Title: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
Publisher: JOURNAL INT BUSINESS STUDIES
ISSN: 0047-2506
Official Date: 1999
Dates:
DateEvent
1999UNSPECIFIED
Volume: 30
Number: 3
Number of Pages: 16
Page Range: pp. 583-598
Publication Status: Published

Data sourced from Thomson Reuters' Web of Knowledge

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