Many scientists analysed the importance of stakeholders on the ground of the interrelationship between an organization and stakeholders. Nevertheless, scientists do not define which stakeholders should be considered as the most or the least important. For this reason, the stakeholder grouping in accordance with their importance to the organization has been done. Stakeholders are divided into internal and external; primary and secondary; normative, functional, diffused and customers; regulatory, organizational, community and media; groups in the order of power and interest. In this paper, we also highlighted another stakeholder group, which we call a shadow group due to its illegal impact on the organization or industry. The analysis of stakeholder grouping initiated that while grouping stakeholders in accordance with their importance to the organization, it is worth to divide them into primary and secondary. Allocating the stakeholders to the primary and secondary groups unconsciously leads to the conclusion that primary stakeholders take the first, i.e. the most important place with regard to secondary stakeholders. It was observed that the scientists, acting on business interests, propose that even these stakeholders who find themselves in the same stakeholder group have unequal importance -the organizations give the priority to stakeholders, previously considered as the secondary. Consequently, because of these two different mainstream approaches of the theorists and the scientists, acting on business interests, it remains unclear what stakeholders should be attributed to which groups considering their importance to organization.

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As global and local crises continue to destabilize stakeholders' trust in organizations, they need to find a long-term solution to the problem of declining trust. A critical marketing task for the sustainability of any business is to focus on the organization's reputation as a valuable, sustainable, and intangible asset of the organization. Growing trust in business is associated with corporate reputation that highlights company’s values and beliefs, shows the ways the company is trying to achieve its goals, to fulfil consumers’ expectations and its commitments.  In some cases, a company does not even have to try to earn stakeholder trust as this function is performed by corporate reputation that develops positive stakeholders’ attitude towards the company as a reliable subject in the relationship. An analysis of the organization’s reputation and stakeholder trust in the organization revealed a lack of a systematic approach to how the reputation of one organization affects the trust of customers. The research focuses on the issue of consumer trust, consumer being one of the most important stakeholders. Differences in the impact of corporate reputation dimensions on consumer trust are noticed in different sectors, which creates the need for in-depth study of the issue. The aim of the article is to estimate the impact of corporate reputation on consumer trust and to determine which dimensions of corporate reputation affect different types of consumer trust. Empirical research findings are based on the case of pharmacy network in Lithuania. The pharmacy network is chosen for analysis due to the phenomenon that has appeared in the market, i.e., over the years decreasing trust in companies of one sector (pharmaceutical, in this case) has been unjustly identified with the situation in the other sector (pharmacy), which results in difficulties faced when building corporate reputation.

This paper investigates the impact of shocking advertising to consumer buying behavior. Scientists have proved that shock tactics in advertising influence consumer buying behavior. The paper analyses the main components of shocking advertising, which cause positive or negative attitude to shocking advertising, influencing consumer buying behavior. Theoretical research studies have confirmed that positive or negative consumer attitudes to shocking advertising are influenced by socio-demographic and cultural-social factors-religiosity, moral principles, age, gender, individualism-collectivism, high-low context language. It has been developed a theoretical model of the link among the socio-demographic and cultural-social factors, consumer perception of shocking advertising and consumer buying behavior, which can be used for further practical studies. The type of the article: Theoretical article.

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