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

共 56 条

[11]

*CHESK MAST PET BL, 1985, SURV GLOB BRANDS GLO

[12] PARADIGM FOR DEVELOPING BETTER MEASURES OF MARKETING CONSTRUCTS [J].

CHURCHILL, GA .

JOURNAL OF MARKETING RESEARCH, 1979, 16 (01) :64-73

[13]

Cochran WG, 1965, SAMPLING TECHNIQUES

[14]

COPELAND L, 1985, GOING INT

[15]

CZINKOTA MR, 1988, INT MARKETING

[16]

DONNELLY JH, 1970, J MARKETING JUL, P60

[17]

DOUGLAS SP, 1987, COLUMBIA J WORLD BUS, V22, P19

[18]

DOUGLAS SP, 1989, COLUMBIA J WORLD BUS, V24, P47

[19] JAPANESE MARKETING STRATEGIES IN THE UK - A COMPARATIVE-STUDY [J].

DOYLE, P ;

SAUNDERS, J ;

WONG, V .

JOURNAL OF INTERNATIONAL BUSINESS STUDIES, 1986, 17 (01) :27-46

[20]

DUNN SW, 1966, J MARKETING RES FEB, P26

← 1 2 3 4 5 6 →