The Use of Cause-Related Marketing to Build Good Corporate Reputation
and | Oct 14, 2020
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
© 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.