Cause‐Related Marketing in financial service organisations in Cyprus
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.
Keywords
Citation
Papasolomou, I. and Demetriou, M. (2006), "Cause‐Related Marketing in financial service organisations in Cyprus", Social Responsibility Journal, Vol. 2 No. 3/4, pp. 273-281. https://doi.org/10.1108/17471117200600004
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited