International Corporate Visual Identity: Standardization or Localization?

Melewar, T.C.; Saunders, John

doi:10.1057/palgrave.jibs.8490084

Cited by 112 publications

(80 citation statements)

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“…This article introduces the concept of consumer-based corporate logo, defined as the signature of a company with an essential communication and distinctiveness that can reflect a company's image (Henderson and Cote, 1998;Melewar 2003;Melewar and Saunders, 1999;Schmitt and Simonson, 1997). Regardless of the type of business they are in, or the competition they face, management should regularly monitor the effectiveness and suitability of the company's logo in respect of the organization's communications.…”

Section: <> Discussionmentioning

confidence: 99%

Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

Foroudi

Melewar

Gupta

2014

Journal of Business Research

192

334

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Section: <> Discussionmentioning

confidence: 99%

Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

Foroudi

Melewar

Gupta

2014

Journal of Business Research

192

334

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“…As Samiee et al (2003) noted, prior research on international business suggests that larger firms are more likely to expand into foreign markets and to have a standardized worldwide image (e.g., Grubaugh 1987;Melewar and Saunders 1999). In addition, work on foreign market entry suggests that large firms are more prone to prefer wholly owned subsidiaries, partly to ensure that their general corporate strategy is carried out uniformly (Erramilli and Rao 1993;Kwon and Konopa 1993).…”

Section: Size Of the Firmmentioning

confidence: 99%

Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance

Okazaki

Taylor

Zou

2006

Journal of Advertising

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Esta es la versión de autor del artículo publicado en:This is an author produced version of a paper published in: El acceso a la versión del editor puede requerir la suscripción del recurso Access to the published version may require subscription ADVERTISING STANDARDIZATION'S POSITIVE IMPACT ON THE BOTTOM LINE: A Model of When and How Standardization Improves Financial and Strategic PerformanceAuthor: Okazaki, Shintaro; Taylor, Charles R; Zou, Shaoming ABSTRACT:Building on Zou and Cavusgil's (2002) global marketing strategy (GMS) framework, the authors propose a structural model of advertising standardization that explores (1) the factors that encourage firms to engage in standardized advertising; and (2) the impact of advertising standardization on advertising effectiveness, as well as on two measures of firm performance.Results from a survey of Japanese and U.S. subsidiaries operating in the European Union (EU) provide support for the model. They also suggest that standardized advertising does enhance a firm's financial and strategic performance, provided that the external environment and internal resources of the firm are conducive to standardization.During the last few decades, the topic of standardization of advertising has received considerable attention in the academic literature. As Agrawal (1995) noted, the issue has been formally studied for over 50 years, and it is one of the most researched topics in international advertising. Despite this attention, only a few studies (e.g., Laroche et al. 2001; Samiee et al. 2003) have examined the factors that lead companies to standardize their advertising (Taylor 2002). Harris (1994) pointed out that there has been too much focus on whether firms should standardize and too little focus on how they should go about it.

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“…Visual Identity is articulated in the forms of symbols, logos, house styles, visual systems, etc. (Gioia, Schultz, & Corley, 2000;Melewar & Saunders, 1999;Olins, 1991). All parts of a corporation that may be seen or heard are of relevance.…”

Section: Artifacts Of Corporate Identitymentioning

confidence: 99%

Using Corporate Identity Artifacts to Shape the Practices of New Strategic Business Relationships

Mason

Simões²

2015

AMPROC

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S u b m i s s i o n # 1 7 4 4 2 a c c e p t e d f o r t h e 2 0 1 5 A c a d e m y o f M a n a g e m e n t A n n u a l M e e t i n g . artifacts are translated and embedded in boundary spanning objects by both organisations. Boundary objects act as obligatory passage points and represent transitions between different stages of a developing relationship. In the process CI artifacts are translated in to concrete situated practices that perform the relationship. Our findings contribute to the current understanding of how firms learn how to perform trust and commitment within an unfolding and uncertain relationship. Using

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International Corporate Visual Identity: Standardization or Localization?

Cited by 112 publications

References 1 publication

Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance

Using Corporate Identity Artifacts to Shape the Practices of New Strategic Business Relationships

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