The Use of Cause-Related Marketing to Build Good Corporate Reputation-Reference-Cited by-同舟云学术

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

Published:2020-06-01 Issue:1 Volume:83 Page:127-141
ISSN:2335-8750
Container-title:Management of Organizations: Systematic Research
language:en
Short-container-title:

Author:

Šontaitė-Petkevičienė Miglė¹,Grigaliūnaitė Rūta²

Affiliation:

1. 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.

2. 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

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.

Publisher

Walter de Gruyter GmbH

Subject

Pharmacology (medical),Complementary and alternative medicine,Pharmaceutical Science

Reference44 articles.

1. 1. 15min.lt. (2020). Maitinimo verslai kviečia solidarizuotis ir neatlygintinai padėti medikams. Internet access: , [accessed April 5, 2020].

2. 2. Adkins, S. (2007). Cause Related Marketing. – Heinemann Butterworth.

3. 3. Alsop, R. (2002). Perils of Corporate Philanthropy // Wall Street Journal, pp. 1–2.

4. 4. Andreasen, A. R., Drumwright, M. E. (2001). Alliances and Ethics in Social Marketing / In Ethics in Social Marketing, ed. A. Anderson, Washington, DC: Georgetown University Press, pp. 95–124.

5. 5. Brønn, P. S., Vrioni, A. B. (2001). Corporate Social Responsibility and Cause-Related Marketing: An Overview // International Journal of Advertising. Vol. 20, No. 2, pp. 207–222. doi: 10.1080/02650487.2001.11104887

Cited by 1 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. A Systematic Review of Experimental Studies Investigating the Effect of Cause-Related Marketing on Consumer Purchase Intention;Sustainability;2020-11-18