This study was designed to explore the relationship between destination brand personality, self-congruity and the behavioral intentions of tourists at a local spa resort. The findings indicate that domestic tourists (N=232) of the spa resort attribute personal characteristics to the destination, and the brand personality of this resort is a combination of five dimensions which positively correlate with the tourists’ intentions to return to and recommend the location. The results of the study also confirm that the self-congruity theory can be applied to a spa destination, as positive relationships between all four self-congruity dimensions and intentions to recommend were found. However, our research reveals that there is negative though insignificant correlation between social self-congruity and intention to return.

Recent reports in media and research findings in the scientific literature suggest the growing importance of corporate social responsibility among practitioners, especially in the case of small and medium-sized enterprises that are characterised by limited resources required to adequately compete in the fast changing macro-environment. Previous research still lacks clarity about perceived corporate social responsibility, its strengths and challenges that small and medium-sized enterprises face when implementing such policies in practice. Our study aims to identify perceived corporate social responsibility initiatives among Lithuanian small and medium-sized enterprises. The contribution of our study manifests itself in developing a theoretical model based on qualitative semi-structured interviews and suggests corporate social responsibility initiatives that both encourage and prevent their implementation by small and mediumsized enterprises.

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.

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Professional service providers and clients are related by mutual interdependence and have to undertake obligations to nurture trust based relationship. Business relationship as interdependence and trust are dynamic and fluctuate depending on business situations. Theory of interdependence and trust transformation of business relationship transformation analysis are presented in the article. Lithuanian professional services providers' companies and clients' empirical study, which aim is to compare these two respondent groups attitude to interdependence and trust, outcome is presented. Professional service providers and clients prevailing attitude in business relationship is interdependence or dependence. According to service providers, in relationship with clients they indicate interdependence and dependence, clients indicate more dependence. Professional service providers' dependence on clients more often gains market and economical dimensions; clients' dependence on providers is gaining legal and knowledge dimensions. Both groups respondents' evaluation is similar, in business relationship engaging and aligning stages maintains cognition-based trust, and differs in assessing trust type in deepening stage: professional service providers in this stage indicate knowledge-based trust; clients indicate not only competence-based but also process trust. Knowledge determines professional service provider and client trust; as interdependence becomes dependence dealing, it should help to accept suitable management decisions and set up measures, enabling effective cooperation setting.