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Global corporate visual identity systems

121 citations0/0 files storedInternational Marketing Review

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Corporate Identity and Reputation International Business and FDI Consumer Behavior in Brand Consumption and Identification

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.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1989Measurement of Consumer Susceptibility to Interpersonal Influence 1990Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective 1989Standardization of International Marketing Strategy: Some Research Hypotheses 1992The Influence of Global Marketing Standardization on Performance 1978Research for Marketing Decisions 1988Measures of international competitiveness: A critical survey∗ †1986THE MYTH OF GLOBALIZATION

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