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)...

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...