<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></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.

The Use 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 4.0 International License.

{"article-title":"The Use of Cause-Related Marketing to Build Good Corporate Reputation"}

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....

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

Published Online: Oct 14, 2020

Page range: 127 - 141

Received: Apr 30, 2020

Accepted: Jul 15, 2020

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

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

Published Online: Oct 14, 2020

Page range: 127 - 141

Received: Apr 30, 2020

Accepted: Jul 15, 2020

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

Keywordscause-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.

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