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Marketing - Brand Portfolios


Linking the relationship between brand portfolio structure and corporate reputation: a customer perspective A substantial number of academic studies are devoted to study the determinants of corporate reputation. However up to now, there has been a lack of research which examines the relationship between corporate brand portfolio structure and corporate reputation. This study will explore the significance of corporate brand portfolio structure in determining corporate reputation. Laforet and Saunders’ framework will be used to highlight the factors that contribute in shaping the corporate brand portfolio structure. This study suggests that a coherent corporate brand portfolio structure could enhance the corporate reputation. pdf






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Status: 20. Januar 2009