The Use of Cause-Related Marketing to Build Good Corporate Reputation

Šontaitė-Petkevičienė Miglė () and Grigaliūnaitė Rūta ()
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Šontaitė-Petkevičienė Miglė: PhD, associate professor at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: S. Daukanto str. 28, Kaunas LT-44246, Lithuania. Phone: +370 37 327856.
Grigaliūnaitė Rūta: Master student at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: S. Daukanto str. 28, Kaunas LT-44246, Lithuania. Phone: +370 690 92634.

Management of Organizations: Systematic Research, 2020, vol. 83, issue 1, 127-141

Abstract: The scientific problem analysed in the article focuses on identifying how cause-related marketing needs to be used in order to build good corporate reputation. This article researches the reference between the use of cause-related marketing and stakeholders’ behaviour and its effect on building good corporate reputation.

Keywords: cause-related marketing; corporate reputation; corporate reputation building; stakeholder groups; social responsibility; COVID-19 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:83:y:2020:i:1:p:127-141:n:8

DOI: 10.1515/mosr-2020-0008

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