The Use of Cause-Related Marketing to Build Good Corporate Reputation
The Use of Cause-Related Marketing to Build Good Corporate Reputation
Author(s): Miglė Šontaitė-Petkevičienė, Rūta GrigaliūnaitėSubject(s): Business Economy / Management, Marketing / Advertising, Business Ethics
Published by: Vytauto Didžiojo Universitetas
Keywords: cause-related marketing; corporate reputation; corporate reputation building; stakeholder groups; social responsibility; COVID-19;
Summary/Abstract: 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.
Journal: Organizacijų vadyba: sisteminiai tyrimai
- Issue Year: 2020
- Issue No: 83
- Page Range: 127-141
- Page Count: 15
- Language: English