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 CauseRelated Marketing. It paper analyses the effectiveness of such cause related marketing for building and sustaining a corporate reputation.
Original language | English |
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Pages (from-to) | 273-281 |
Number of pages | 9 |
Journal | Social Responsibility Journal |
Volume | 2 |
Issue number | 3-4 |
DOIs | |
Publication status | Published - 1 Mar 2006 |
Keywords
- Causerelated marketing
- Competitive advantage
- Cyprus
- Financial service