Application of cause-related marketing to build a good corporate reputation. The case of “Jurgis ir Drakonas”

The aim of the research is based on the theoretical and empirical research results to provide cause-related marketing design solutions for building a good corporate reputation. This master thesis consists of three main parts. The theoretical part of the work analyzes the connection between cause-related marketing and stakeholders’ behavior and its effect on corporate reputation. The analytical part analyzes the data obtained during the empirical research, which were collected using the triangulation. A qualitative study of secondary data, expert’s interview, and customer survey proved that “Jurgis ir Drakonas” not only contributed to responsible activities that benefited their work but also took advantage of the COVID-19 and improved its corporate reputation. In the project part, the problematics of “Jurgis ir Drakonas” cause-related marketing were identified, and solutions model was presented. Another model of cause-related marketing implementation to build a good corporate reputation was presented and proved as well.