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- W1547558853 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." @default.
- W1547558853 created "2016-06-24" @default.
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- W1547558853 date "2010-05-13" @default.
- W1547558853 modified "2023-09-27" @default.
- W1547558853 title "Is a Bank expected to play the role of a Non-Profit Organization? How do its stakeholders feel about it?" @default.
- W1547558853 hasPublicationYear "2010" @default.
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