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International Corporate Visual Identity: Standardization or Localization?

Author

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  • T C Melewar

    (University of Warwick)

  • John Saunders

    (Aston University)

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

Suggested Citation

  • T C Melewar & John Saunders, 1999. "International Corporate Visual Identity: Standardization or Localization?," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 30(3), pages 583-598, September.
    • Handle: RePEc:pal:jintbs:v:30:y:1999:i:3:p:583-598
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    Citations

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    Cited by:

    1. Popy Rufaidah & Mohammed A. Razzaque & Allan Walpole, 2004. "Identity, image and reputation: A conceptual model of the three sides of the corporate identity pyramid," Working Papers in Business, Management and Finance 200401, Department of Management and Business, Padjadjaran University, revised Jan 2004.
    2. Samiee, Saeed & Jeong, Insik & Pae, Jae Hyeon & Tai, Susan, 2003. "Advertising standardization in multinational corporations: The subsidiary perspective," Journal of Business Research, Elsevier, vol. 56(8), pages 613-626, August.
    3. Angela Bargenda, 2023. "Styling the corporate heritage brand: identity building through architectural design," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 116-128, March.
    4. Foroudi, Mohammad Mahdi & Balmer, John M.T. & Chen, Weifeng & Foroudi, Pantea & Patsala, Paschalia, 2020. "Explicating place identity attitudes, place architecture attitudes, and identification triad theory," Journal of Business Research, Elsevier, vol. 109(C), pages 321-336.
    5. Djavlonbek Kadirov & Ahmet Bardakcı & Murat Kantar, 2018. "The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 147-159, March.
    6. Harsha Cheemakurthy & Karl Garme, 2022. "Fuzzy AHP-Based Design Performance Index for Evaluation of Ferries," Sustainability, MDPI, vol. 14(6), pages 1-27, March.
    7. Varsha Jain & Niriksha Paul & Ganesh B.E. & Dhruvinkumar Chauhan, 2016. "Corporate Identity: Developing Means For Sustainable Competitive Advantage In Indian Context Towards Model Development," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 7(1).
    8. Foroudi, Pantea & Melewar, T.C. & Gupta, Suraksha, 2014. "Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting," Journal of Business Research, Elsevier, vol. 67(11), pages 2269-2281.
    9. Nuno Calheiros-Lobo & José Vasconcelos Ferreira & Manuel Au-Yong-Oliveira, 2023. "SME Internationalization and Export Performance: A Systematic Review with Bibliometric Analysis," Sustainability, MDPI, vol. 15(11), pages 1-36, May.
    10. Ageeva, Elena & Melewar, T.C. & Foroudi, Pantea & Dennis, Charles & Jin, Zhongqi, 2018. "Examining the influence of corporate website favorability on corporate image and corporate reputation: Findings from fsQCA," Journal of Business Research, Elsevier, vol. 89(C), pages 287-304.
    11. Xia Jun & Marshall S. Jiang & Sali Li & Preet S. Aulakh, 2014. "Practice Standardization in Cross-Border Activities of Multinational Corporations: A Resource Dependence Perspective," Management International Review, Springer, vol. 54(5), pages 707-734, October.
    12. Arup Barua & Alexandra Ioanid, 2020. "Country Brand Equity: The Decision Making of Corporate Brand Architecture in Cross-Border Mergers and Acquisitions," Sustainability, MDPI, vol. 12(18), pages 1-24, September.
    13. Popy Rufaidah & Mohammed A. Razzaque & Allan Walpole, 2003. "The Impact of Corporate Identity Structure on Corporate Identity Building: A Framework for Further Research," Working Papers in Business, Management and Finance 200301, Department of Management and Business, Padjadjaran University, revised Jan 2003.

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