CSR of the Bank of Cyprus: Do Consumers and Other Stakeholders Know? Do they Appreciate?

Christiana Aristotelous and Marlen Martoudi Demetriou

No 158, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: Many organizations try to adopt CSR strategies since they consider them as opportunities to enhance their Brand Equity. Bank of Cyprus has adopted a dynamic CSR orientation with activities which include action programs in Health, Education, Culture and Environment. This research paper aimed to study the effectiveness of the CSR strategies of Bank of Cyprus to its stakeholders and more specifically to its customers and branch managers. The research outcome indicates a positive correlation between the CSR orientation of the Bank and its Brand Reputation and support the hypothesis that CSR is a Win-win situation between the company and the society

Keywords: Societal Marketing; Corporate Social Responsibility (CSR); Bank of Cyprus (BOC); BOC stakeholders (search for similar items in EconPapers)
Date: 2010-07-05
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