IDEAS home Printed from https://ideas.repec.org/p/nsu/apasro/53.html
   My bibliography  Save this paper

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

Author

Listed:
  • Aristotelous, Christiana
  • Demetriou Martoudi, Marlen

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.

Suggested Citation

  • Aristotelous, Christiana & Demetriou Martoudi, Marlen, 2010. "Is a Bank expected to play the role of a Non-Profit Organization? How do its stakeholders feel about it?," Apas Papers 53, Academic Public Administration Studies Archive - APAS.
    • Handle: RePEc:nsu:apasro:53
    as

    Download full text from publisher

    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/88
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nsu:apasro:53. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ani Matei (email available below). General contact details of provider: https://edirc.repec.org/data/fasnsro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.