Global corporate visual identity system: standardisation, control and benefits
Article
Melewar, T. and Saunders, J. 1998. Global corporate visual identity system: standardisation, control and benefits. International Marketing Review. 15 (4), pp. 291-308. https://doi.org/10.1108/02651339810227560
Type | Article |
---|---|
Title | Global corporate visual identity system: standardisation, control and benefits |
Authors | Melewar, T. and Saunders, J. |
Abstract | This research study investigates the relationship between the degree of headquarters control and standardization of Corporate Visual Identity System (CVIS) among British companies and their subsidiaries in Malaysia. It examines chief executive involvement in the development of a standardized CVIS. The findings suggest that centralised control of CVIS decisions occurs with standardization of CVIS. Moreover, the findings indicate that the chief executive is the key internal driving force of globally standardized CVIS. Against expectations, locals matched the favourable disposition of headquarters towards global standardization. |
Keywords | Corporate communications, Corporate identity, Corporate image, International marketing, Marketing communications, National cultures |
Research Group | Strategic Marketing, Consumer Behaviour and Branding/Identity group |
Publisher | MCB UP Ltd |
Journal | International Marketing Review |
ISSN | 0265-1335 |
Publication dates | |
1998 | |
Publication process dates | |
Deposited | 06 Nov 2013 |
Output status | Published |
Additional information | Special Issue on International Marketing Communications |
Digital Object Identifier (DOI) | https://doi.org/10.1108/02651339810227560 |
Language | English |
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