haku: @author Melewar, T. C. / yhteensä: 5
viite: 5 / 5
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| Tekijä: | Melewar, T. C. Sounders, J. Balmer, J. M. T. |
| Otsikko: | Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia |
| Lehti: | European Journal of Marketing
2001 : VOL. 35:3-4, p. 414-427 |
| Asiasana: | CORPORATE IMAGE INTERNATIONAL MARKETING BRANDS MALAYSIA |
| Kieli: | eng |
| Tiivistelmä: | This paper investigates the degree of global standardisation of a corporate visual identity system (CVIS) in multinational operations. A special emphasis of this this research is accorded to UK companies operating in Malaysia. In particular, the study seeks to reveal the reasons for developing a standardised CVIS; the behavioural issues associated with CVIS; and the determination in selecting a graphic design agency. The findings of the research revealed that multinational corporations in an increasingly corporate environment adopted a standardised CVIS for several reasons, including, aiding the sale of products and services, creating an attractive environment for hiring employees, and increasing the company's stature and presence. |
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