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

Šontaitė-Petkevičienė, Miglė; Grigaliūnaitė, Rūta

doi:10.1515/mosr-2021-0007

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.

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

Abstract

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