While interest in the concept of corporate reputation has gained momentum in the last few years, a precise and commonly agreed upon definition is still lacking. This paper reviews the many definitions of corporate reputation present in the recent literature and categorizes these definitions...

This note examines an unexplored area of cause-related marketing: the influence of the cause category on consumer perceptions. The experiment shows that the four cause categories which represent the domain of charitable causes can have a differential effect on attitudes and purchase intention....