CauseRelated Marketing in financial service organisations in Cyprus

    Research output: Contribution to journalArticlepeer-review

    Abstract

    A corporation’s reputation is one its most important assets, affecting its competitive advantage as well as building both financial and social success. Corporate reputation depends on how the company conducts or is perceived as conducting its business. The ability to build a sustainable corporate reputation is more important than ever before as stakeholders are more educated, more knowledgeable, and more demanding. This paper discusses the efforts of two of the largest financial service organisations in Cyprus to build a sustainable corporate reputation through an emphasis on CauseRelated Marketing. It paper analyses the effectiveness of such cause related marketing for building and sustaining a corporate reputation.

    Original languageEnglish
    Pages (from-to)273-281
    Number of pages9
    JournalSocial Responsibility Journal
    Volume2
    Issue number3-4
    DOIs
    Publication statusPublished - 1 Mar 2006

    Keywords

    • Causerelated marketing
    • Competitive advantage
    • Cyprus
    • Financial service

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