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Research Article
The View of Customers Towards the Usage of Cause-Related Marketing to Build Good Corporate Reputation
Miglė Šontaitė-Petkevičienė, Doc. dr., Associate Professor — Vytautas Magnus University, Faculty of Economics and Management
Rūta Grigaliūnaitė — Vytautas Magnus University, Faculty of Economics and Management
Abstract
The article examines customers' views towards the usage of cause-related marketing in building corporate reputation. The research provides insights into consumer perceptions and attitudes toward cause-related marketing initiatives.
Keywords
cause-related marketingcorporate reputationcustomer perceptionCSR
Cite this article
Šontaitė-Petkevičienė, M., & Grigaliūnaitė, R. (2021). The View of Customers Towards the Usage of Cause-Related Marketing to Build Good Corporate Reputation. Management of Organizations: Systematic Research, 85(1), 107–126. https://doi.org/10.2478/mosr-2021-0007
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