Measuring visual identity: a multi‐construct study

Abstract

A critical element in the development of a fundamental body of knowledge in corporate identity and corporate visual identity, as well as for improvement in communication practice, is the development of measures of the variables with which communicators work. In this article, the earlier work of Churchill is outlined and applied in search of measures in the context of international corporate visual identity.

Citation

Melewar, T.C. (2001), "Measuring visual identity: a multi‐construct study", Corporate Communications: An International Journal, Vol. 6 No. 1, pp. 36-42. https://doi.org/10.1108/13563280110381206