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

Miglė Šontaitė-Petkevičienė

Miglė Šontaitė-Petkevičienė

Faculty of Economics and Management, Vytautas Magnus UniversityLithuania
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Šontaitė-Petkevičienė, Miglė
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Rūta Grigaliūnaitė

Rūta Grigaliūnaitė

Faculty of Economics and Management, Vytautas Magnus UniversityLithuania
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Grigaliūnaitė, Rūta
  
Oct 14, 2020
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Published Online: Oct 14, 2020
Page range: 127 - 141
Received: Apr 30, 2020
Accepted: Jul 15, 2020
DOI: https://doi.org/10.1515/mosr-2020-0008
Keywords
© 2020 Miglė Šontaitė-Petkevičienė et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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.

Language:
English
Publication timeframe:
2 times per year
Journal Subjects:
Business and Economics, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Development, Change Management, Cooperation, Human Resources, Labor Practice, Job and Career
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