The brand and corporate mission for the perspective of corporate social responsibility
DOI:
https://doi.org/10.29015/cerem.143Keywords:
CSR, Corporate Social Responsibility, brandAbstract
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.References
„The A-Z of Corporate social responsibility” W. Visser, D. Matten, M. Pohl, N. Tolhurst 2010
Baran G. (2006): Corporate Social Responsibility and Philanthropy III Sector” no 6 summer 2006
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Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions 2001
David S. Walter, Roman Lanis (2009): Corporate Social responsibility (CSR) Disclosure of Advertising Agencies.” Journal of Advertising” vol.38 no 1 Spring 2009
Kall J. (2001)Strong Brand. The Essence and Creation, PWE Warsaw 2001
Kapferer J.N (2004), The New Strategic Brand Management, Kogan Page, London 2004
Marketing – Key Notions and Practical Applications. Red Lechosław Grabarski, Warsaw 2011
Marketing- Customer Satisfaction and Enterprise Development. Henryk Mruk Warsaw 2012
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