<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

The View of Customers Towards the Usage of Cause-Related Marketing to Build Good Corporate Reputation

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

This paper analyses the usage of cause-related marketing to build good corporate reputation by empirically evaluating and comparing it from the view of...

The View of Customers Towards the Usage of Cause-Related Marketing to Build Good Corporate Reputation

Published Online: Oct 08, 2021

Page range: 107 - 126

Received: Apr 15, 2021

Accepted: Jul 30, 2021

DOI: https://doi.org/10.1515/mosr-2021-0007

Keywords
cause-related marketing, corporate reputation, corporate reputation building, customers, corporate social responsibility, COVID-19

© 2021 Miglė Šontaitė-Petkevičienė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The View of Customers Towards the Usage of Cause-Related Marketing to Build Good Corporate Reputation

Published Online: Oct 08, 2021

Page range: 107 - 126

Received: Apr 15, 2021

Accepted: Jul 30, 2021

DOI: https://doi.org/10.1515/mosr-2021-0007

Keywordscause-related marketing, corporate reputation, corporate reputation building, customers, corporate social responsibility, COVID-19

© 2021 Miglė Šontaitė-Petkevičienė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
cause-related marketing, corporate reputation, corporate reputation building, customers, corporate social responsibility, COVID-19