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

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  • Šontaitė-Petkevičienė Miglė

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

  • Grigaliūnaitė Rūta

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

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.

Suggested Citation

  • Šontaitė-Petkevičienė Miglė & Grigaliūnaitė Rūta, 2021. "The View of Customers Towards the Usage of Cause-Related Marketing to Build Good Corporate Reputation," Management of Organizations: Systematic Research, Sciendo, vol. 85(1), pages 107-126, June.
    • Handle: RePEc:vrs:morgsr:v:85:y:2021:i:1:p:107-126:n:8
    DOI: 10.1515/mosr-2021-0007
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    References listed on IDEAS

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    1. Lucyna Witek, 2016. "Influence of Socio-demographic Characteristics of Consumers on Attitudes Towards Cause Related Marketing," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(6), pages 2173-2182.
    2. 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.
    3. 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.
    4. Joëlle Vanhamme & Adam Lindgreen & Jon Reast & Nathalie Popering, 2012. "To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing," Journal of Business Ethics, Springer, vol. 109(3), pages 259-274, September.
    5. Yuri Mishina & Emily S. Block & Michael J. Mannor, 2012. "The path dependence of organizational reputation: how social judgment influences assessments of capability and character," Strategic Management Journal, Wiley Blackwell, vol. 33(5), pages 459-477, May.
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