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.

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.

This paper analyzes corporate reputation of Lithuanian universities by empirically evaluating and comparing it from the view of students. After conceptualization of theoretical aspects of corporate reputation measurement at higher education institutions, research results of corporate reputation measurement of Lithuanian universities from the view of students are presented.

Corporate reputation measurement methods are most commonly analyzed in the context of business organizations. Corporate reputation research from the perspective of higher education institutions is not common. There is no doubt of corporate reputation importance to higher education institutions but it is important to determine based on what methods corporate reputation of higher education institutions could be measured. This paper analyzes corporate reputation measurement methods of higher education institutions. After comparative analysis of corporate reputation measurement methods of higher education institutions, problems of corporate reputation measurement methods of higher education institutions are defined. The aim of this paper is to analyze corporate reputation measurement methods of higher education institutions while indicating problems of the methods. The objectives of the paper are as follows: (1) analyze corporate reputation measurement methods of higher education institutions; (2) indicate problems of corporate reputation measurement methods of higher education institutions. Research results indicate that corporate reputation measurement methods of higher education institutions are not always considered as trustworthy and completely reflecting corporate reputation. So there is a need to determine indicators of corporate reputation measurement of higher education institutions and their weights from the view of the most important stakeholder group of higher education institutions – customers, and segments of this stakeholder group: pupils, students and graduates.

Constant measurement of corporate reputation from the view of main stakeholder groups can indicate what efforts universities need to undertake in order to achieve the desired level of corporate reputation. It is very important to Lithuanian universities to build good corporate reputation from the view of pupils what can only be done after measuring corporate reputation. Only constant measurement and management of corporate reputation can help universities to build positive view of pupils towards it. This paper analyzes corporate reputation of Lithuanian universities. It presents empirical research that evaluates corporate reputation of four Lithuanian universities on the basis of corporate reputation measurement method of higher education institutions. Empirical research also evaluates each indicator and factor of corporate reputation from the view of pupils at each Lithuanian university. The aim of this paper is to undertake empirical research of Lithuanian universities’ reputation from the view of pupils while using corporate reputation measurement method most suitable for the context of higher education institutions. The objectives of the paper are as follows: (1) substantiate the need and importance for corporate reputation measurement at higher education institutions; (2) prepare and substantiate methodology of empirical research; (3) undertake empirical research of Lithuanian universities’ reputation from the view of pupils. Research results indicate that corporate reputation of Lithuanian universities is mostly good with Vytautas Magnus university having the best corporate reputation from the view of pupils. However, in order to achieve highest effect of synergy, Lithuanian universities should identify actions to improve their corporate reputation on the basis of the most important indicators and factors to the pupils.

The paper analyses corporate reputation management of higher education institutions by comparing ap¬proaches of different stakeholders. After conceptualization of theoretical aspects of corporate reputation man¬agement at higher education institutions, the research results of stakeholders' approaches towards corporate reputation management of higher education institutions are presented.