The View of Customers Towards the Usage 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.; S. Daukanto str. 28, Kaunas LT-44246, Lithuania. Phone: +370 37 327856.
Grigaliūnaitė Rūta: MBA from Vytautas Magnus University, the Faculty of Economics and Management, Lithuania.; S. Daukanto str. 28, Kaunas LT-44246, Lithuania. Phone: +370 690 92634.

Management of Organizations: Systematic Research, 2021, vol. 85, issue 1, 107-126

Abstract: This paper analyses the usage of cause-related marketing to build good corporate reputation by empirically evaluating and comparing it from the view of customers. After conceptualization of theoretical insights on the use of cause-related marketing, while building good corporate reputation, there are presented research results from the point of view of customers on cause-related marketing to build good corporate reputation.

Keywords: cause-related marketing; corporate reputation; corporate reputation building; customers; corporate social responsibility; COVID-19 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:85:y:2021:i:1:p:107-126:n:8

DOI: 10.1515/mosr-2021-0007

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