International corporate visual identity: Standardization or localization?

被引：65

作者：

Melewar, TC ^{[1
]}

Saunders, J

机构：

[1] Univ Warwick, Sch Business, Coventry CV4 7AL, W Midlands, England

[2] Aston Univ, Sch Business, Birmingham B4 7ET, W Midlands, England

来源：

JOURNAL OF INTERNATIONAL BUSINESS STUDIES | 1999年 / 30卷 / 03期

关键词：

D O I：

10.1057/palgrave.jibs.8490084

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：583 / 598

页数：16

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