The view of customers towards the usage of cause-related marketing to build good corporate reputation
| Author | Affiliation | |
|---|---|---|
LT | ||
LT |
| Date | Issue | Start Page | End Page |
|---|---|---|---|
2021 | 85 | 107 | 124 |
Šiame straipsnyje analizuojamas priežastinio marketingo panaudojimas siekiant sukurti gerą korporatyvinę reputaciją, empiriškai vertinant ir lyginant vartotojų požiūriu. Konceptualizavus teorines įžvalgas apie priežastinį marketingą kuriant gerą įmonės reputaciją, pateikiami tyrimo rezultatai apie šio marketingo panaudojimą siekiant pagerinti korporatyvinę reputaciją.
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.