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<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

Publié en ligne: 08 oct. 2021

Pages: 107 - 126

Reçu: 15 avr. 2021

Accepté: 30 juil. 2021

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

Mots clés
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

Publié en ligne: 08 oct. 2021

Pages: 107 - 126

Reçu: 15 avr. 2021

Accepté: 30 juil. 2021

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

Mots cléscause-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.

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