Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/109921
Type of publication: research article
Type of publication (PDB): Straipsnis kitose duomenų bazėse / Article in other databases (S4)
Field of Science: Vadyba / Management (S003)
Author(s): Šontaitė-Petkevičienė, Miglė;Grigaliūnaitė, Rūta
Title: The use of cause-related marketing to build good corporate reputation
Other Title: Priežastinio marketingo naudojimas kuriant gerą įmonės reputaciją
Is part of: Organizacijų vadyba : sisteminiai tyrimai = Management of organizations: systematic research. Kaunas: Vytauto Didžiojo universitetas; Sciendo, 2020, T. 83
Extent: p. 127-141
Date: 2020
Keywords: Priežastinis marketingas;Korporatyvinė reputacija;Korporatyvinės reputacijos kūrimas;Suinteresuotos grupės;Socialinė atsakomybė;COVID-19;Cause-related marketing;Corporate reputation;Corporate reputation building;Stakeholder groups;Social responsibility;COVID-19
Abstract: Straipsnyje analizuojama problema – kaip priežastinis marketingas naudojamas siekiant sukurti gerą korporatyvinę reputaciją. Tiriamas ryšys tarp priežastinio marketingo ir suinteresuotų grupių elgsenos bei poveikis gerai korporatyvinei reputacijai kurti
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
Internet: https://www.vdu.lt/cris/bitstream/20.500.12259/109921/1/ISSN2335-8750_2020_N_83.PG_127-141.pdf
https://hdl.handle.net/20.500.12259/109921
https://doi.org/10.1515/mosr-2020-0008
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Organizacijų vadyba: sisteminiai tyrimai / Management of Organizations: Systematic Research 2020, nr. 83
Universiteto mokslo publikacijos / University Research Publications

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