Is a Bank expected to play the role of a Non-Profit Organization? How do its stakeholders feel about it?

Academic Public Administration Studies

Is a Bank expected to play the role of a Non-Profit Organization? How do its stakeholders feel about it?

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Title: Is a Bank expected to play the role of a Non-Profit Organization? How do its stakeholders feel about it?
Author: Demetriou Martoudi, Marlen; Aristotelous, Christiana
Abstract: Corporate Social Responsibility (CSR) is faced as an opportunity for Brand Equity and there are many companies which invest a considerable percentage of their budget on different CSR activities in order to enhance their image. A very popular CSR strategy is Cause-Related Marketing (CRM) according to which the profit-making companies form strategic partnerships with non-profit organizations for mutual benefits. One of the most dynamic corporations in Cyprus in terms of CSR as well as CRM strategies is the Bank of Cyprus which has build a strong partnership with the Cyprus Anti-Cancer Society. In this paper, the research findings of a survey among 75 customers of the Bank are presented, indicating the positive effects of the Bank’s Cause Related Marketing strategy on the most important market stakeholders of the Bank; its customers.
URI: http://www.apas.admpubl.snspa.ro/handle/2010/88
Date: 2010-05-13


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