were finally found to
possess acceptable measurement properties. Reliability and construct validity tests
indicated that all scales satisfied widely accepted criteria such as the minimum
reliability of 0.7. The results of scale purification will be discussed. And an evaluation
of the research hypotheses and their significance are summarized, the findings of all
hypotheses testing will be reviewed and compared with previous research. According to the research findings, the hypotheses that value creation, as one dimension
of corporate reputation, has a positive impact on brand segmentation, brand
differentiation and brand positioning are all accepted. The hypotheses that strategic
resource, as one dimension of corporate reputation, has a positive impact on brand
segmentation and brand differentiation are rejected. However, the hypothesis that
strategic resource, as one dimension of corporate reputation, has a positive impact on