IDEAS home Printed from https://ideas.repec.org/a/vrs/morgsr/v85y2021i1p107-126n8.html
   My bibliography  Save this article

The View of Customers Towards the Usage of Cause-Related Marketing to Build Good Corporate Reputation

Author

Listed:
  • Šontaitė-Petkevičienė Miglė

    (PhD, associate professor at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania.;S. Daukanto str. 28, Kaunas LT-44246, Lithuania. Phone: +370 37 327856.)

  • Grigaliūnaitė Rūta

    (MBA from Vytautas Magnus University, the Faculty of Economics and Management, Lithuania.;S. Daukanto str. 28, Kaunas LT-44246, Lithuania. Phone: +370 690 92634.)

Abstract

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.

Suggested Citation

  • Šontaitė-Petkevičienė Miglė & Grigaliūnaitė Rūta, 2021. "The View of Customers Towards the Usage of Cause-Related Marketing to Build Good Corporate Reputation," Management of Organizations: Systematic Research, Sciendo, vol. 85(1), pages 107-126, June.
    • Handle: RePEc:vrs:morgsr:v:85:y:2021:i:1:p:107-126:n:8
    DOI: 10.1515/mosr-2021-0007
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/mosr-2021-0007
    Download Restriction: no
    File URL: https://libkey.io/10.1515/mosr-2021-0007?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Lucyna Witek, 2016. "Influence of Socio-demographic Characteristics of Consumers on Attitudes Towards Cause Related Marketing," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(6), pages 2173-2182.
    2. Kent Walker & Fang Wan, 2012. "The Harm of Symbolic Actions and Green-Washing: Corporate Actions and Communications on Environmental Performance and Their Financial Implications," Journal of Business Ethics, Springer, vol. 109(2), pages 227-242, August.
    3. Yuri Mishina & Emily S. Block & Michael J. Mannor, 2012. "The path dependence of organizational reputation: how social judgment influences assessments of capability and character," Strategic Management Journal, Wiley Blackwell, vol. 33(5), pages 459-477, May.
    4. Marco Lerro & Maria Raimondo & Marcello Stanco & Concetta Nazzaro & Giuseppe Marotta, 2019. "Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry," Sustainability, MDPI, vol. 11(2), pages 1-16, January.
    5. Joëlle Vanhamme & Adam Lindgreen & Jon Reast & Nathalie Popering, 2012. "To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing," Journal of Business Ethics, Springer, vol. 109(3), pages 259-274, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Šontaitė-Petkevičienė Miglė & Grigaliūnaitė Rūta, 2020. "The Use of Cause-Related Marketing to Build Good Corporate Reputation," Management of Organizations: Systematic Research, Sciendo, vol. 83(1), pages 127-141, June.
    2. Anran Zhang & Alex Scodellaro & Bo Pang & Hui-Yi Lo & Zhengliang Xu, 2020. "Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    3. BARTOSOVA Simona & POLIACIKOVA Eva & MUSOVA Zdenka, 2022. "Consumers´ Perception of Responsible Companies and Using of Cause-Related Marketing in their CSR Practice," European Journal of Interdisciplinary Studies, Bucharest Economic Academy, issue 02, June.
    4. Thomas, Sujo & Jadeja, Ashwin, 2021. "Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Susana Costa e Silva & Paulo Duarte & Joana César Machado & Carla Martins, 2020. "Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(2), pages 135-157, June.
    6. Tsungjen Shih & Shaojung Sharon Wang, 2021. "Cause-Related Marketing in the Telecom Sector: Understanding the Dynamics among Environmental Values, Cause-Brand Fit, and Product Type," Sustainability, MDPI, vol. 13(9), pages 1-16, May.
    7. Jianxin Li & Hao He & Hongshen Liu & Chenting Su, 2017. "Consumer Responses to Corporate Environmental Actions in China: An Environmental Legitimacy Perspective," Journal of Business Ethics, Springer, vol. 143(3), pages 589-602, July.
    8. Marco Lerro & Maria Raimondo & Marcello Stanco & Concetta Nazzaro & Giuseppe Marotta, 2019. "Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry," Sustainability, MDPI, vol. 11(2), pages 1-16, January.
    9. Leon Zolotoy & Don O’Sullivan & Keke Song, 2021. "The Role of Ethical Standards in the Relationship Between Religious Social Norms and M&A Announcement Returns," Journal of Business Ethics, Springer, vol. 170(4), pages 721-742, May.
    10. Robert P. Ormrod & Annika C. Müller, 2022. "The Impact of Corporate Political Activity on Corporate Reputation Amongst Industry Stakeholders," Corporate Reputation Review, Palgrave Macmillan, vol. 25(3), pages 226-238, August.
    11. Contreras-Pacheco, Orlando E. & Claasen, Cyrlene, 2017. "Fuzzy reporting as a way for a company to greenwash: perspectives from the Colombian reality," MPRA Paper 85472, University Library of Munich, Germany.
    12. Simone Pizzi, 2018. "The Relationship between Non-financial Reporting, Environmental Strategies and Financial Performance. Empirical Evidence from Milano Stock Exchange," Administrative Sciences, MDPI, vol. 8(4), pages 1-9, November.
    13. Flasher, R. & Luchs, C.K. & Souza, J.L., 2018. "Sustainability assurance provider participation in standard setting," Research in Accounting Regulation, Elsevier, vol. 30(1), pages 20-25.
    14. Mariconda, Simone & Lurati, Francesco, 2015. "Does familiarity breed stability? The role of familiarity in moderating the effects of new information on reputation judgments," Journal of Business Research, Elsevier, vol. 68(5), pages 957-964.
    15. Zelong Wei & Hao Shen & Kevin Zheng Zhou & Julie Juan Li, 2017. "How Does Environmental Corporate Social Responsibility Matter in a Dysfunctional Institutional Environment? Evidence from China," Journal of Business Ethics, Springer, vol. 140(2), pages 209-223, January.
    16. Rana Essam Shazly & Abeer A. Mahrous, 2020. "Capture the hearts to win the minds: cause-related marketing in Egypt," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 255-276, September.
    17. Wei Li & Weining Li & Veikko Seppänen & Timo Koivumäki, 2022. "How and when does perceived greenwashing affect employees' job performance? Evidence from China," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1722-1735, September.
    18. Mubariz Mammadli, 2022. "Environmentally Responsible Business Approaches in Azerbaijan," Sustainability, MDPI, vol. 14(10), pages 1-25, May.
    19. Dong, Ciwei & Huang, Qianzhi & Pan, Yuqing & Ng, Chi To & Liu, Renjun, 2023. "Logistics outsourcing: Effects of greenwashing and blockchain technology," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 170(C).
    20. Jo Crotty & Diane Holt, 2021. "Towards a typology of strategic corporate social responsibility through camouflage and courtship analogies," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(3), pages 980-991, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:morgsr:v:85:y:2021:i:1:p:107-126:n:8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.