The brand and corporate mission for the perspective of corporate social responsibility

Mateusz Rak

Abstract


The paper show an attempt to analyse banks from the perspective of the CSR concept presented in their brands. Banks have been chosen for the analyses as they are companies active in pro-social actions and the society requires from them responsible behaviour.

The paper aims to find answer to the question whether and to what extent company’s acceptance of the concept of corporate social responsibility influences building a brand identity and its increase in value for the customer.

Keywords


CSR; Corporate Social Responsibility; brand

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References


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DOI: http://dx.doi.org/10.29015/cerem.143

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The Central European Review of Economics and Management

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