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

Miglė Šontaitė-Petkevičienė

Šontaitė-Petkevičienė, Miglė

e

Rūta Grigaliūnaitė

Grigaliūnaitė, Rūta

14 ott 2020

The Use of Cause-Related Marketing to Build Good Corporate Reputation's Cover Image

Management of Organizations: Systematic Research

Volume 83 (2020): Numero 1 (Giugno 2020)

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Pubblicato online: 14 ott 2020

Pagine: 127 - 141

Ricevuto: 30 apr 2020

Accettato: 15 lug 2020

DOI: https://doi.org/10.1515/mosr-2020-0008

Parole chiave
cause-related marketing, corporate reputation, corporate reputation building, stakeholder groups, social responsibility, COVID-19

© 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.

Lingua:: Inglese

Frequenza di pubblicazione:: 2 volte all'anno
Argomenti della rivista:: Economia e business, Business management, Marketing, vednite, relazioni con il cliente, Managemente, organizzazione, corporate governance, Sviluppo degli affari, change management, cooperazione, Risorse umane, pratica del lavoro e carriera

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