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

Author

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  • Šontaitė-Petkevičienė Miglė

    (PhD, associate professor at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: S. Daukanto str. 28, Kaunas LT-44246, Lithuania. Phone: +370 37 327856.)

  • Grigaliūnaitė Rūta

    (Master student at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: S. Daukanto str. 28, Kaunas LT-44246, Lithuania. Phone: +370 690 92634.)

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.

Suggested Citation

  • Šontaitė-Petkevičienė Miglė & Grigaliūnaitė Rūta, 2020. "The Use of Cause-Related Marketing to Build Good Corporate Reputation," Management of Organizations: Systematic Research, Sciendo, vol. 83(1), pages 127-141, June.
    • Handle: RePEc:vrs:morgsr:v:83:y:2020:i:1:p:127-141:n:8
    DOI: 10.1515/mosr-2020-0008
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    References listed on IDEAS

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    1. Kent Walker & Fang Wan, 2012. "The Harm of Symbolic Actions and Green-Washing: Corporate Actions and Communications on Environmental Performance and Their Financial Implications," Journal of Business Ethics, Springer, vol. 109(2), pages 227-242, August.
    2. Marco Lerro & Maria Raimondo & Marcello Stanco & Concetta Nazzaro & Giuseppe Marotta, 2019. "Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry," Sustainability, MDPI, vol. 11(2), pages 1-16, January.
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    Full references (including those not matched with items on IDEAS)

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