International corporate visual identity: Standardization or localization?

T. C. Melewar, John Saunders

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish
Pages (from-to)583-598
Number of pages16
JournalJournal of International Business Studies
Issue number3
Publication statusPublished - 1 Sept 1999


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