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
