Please use this identifier to cite or link to this item: https://www.um.edu.mt/library/oar/handle/123456789/14057
Title: Sponsorships as part of Maltese banks’ marketing and corporate social responsibility policies
Authors: Spiteri, Luana
Keywords: Banks and banking -- Malta
Social responsibility of business -- Malta
Banks and banking -- Social aspects -- Malta
Corporate sponsorship -- Malta
Issue Date: 2016
Abstract: The concept of Corporate Social Responsibility (CSR) has nowadays become recognised as an important aspect of the overall business management. Organisations are fully aware of the commitment expected from them towards society and thus this study focuses on such concept as adopted by banks. This study offers an insight into the way in which most banks are being more than just a traditional business providing such services as loans, deposits, advice and other day to day services. Basically, quite a number of banks are getting more involved in providing sponsorships with the main objective being that of helping in the social well-being of society. Through this marketing initiative, banks enhance their reputation with potential and current customers, and this study aims to investigate how sponsorships are providing both benefits to banks and to their end customers. The aim of this study is to gain deeper knowledge and awareness of the general public about banking initiatives such as sponsorships and whether these initiatives conducted by banks are effective on customer banking decisions. Banks that increase their activities in terms of CSR are considered to be more ethical and thus it is important that banks communicate the objectives behind such initiatives with the community. A random survey was conducted amongst 262 respondents and interviews were held with four banks. After analysing such responses and comparing the views of the public with the banks‟ perspectives, the study offers some recommendations for achieving better outcomes from such initiatives. Banks should aim for a more effective communication with customers so that the public would be aware of the true goals behind such initiatives.
Description: B.COM.(HONS)BANK.&FIN.
URI: https://www.um.edu.mt/library/oar//handle/123456789/14057
Appears in Collections:Dissertations - FacEma - 2016
Dissertations - FacEMABF - 2016

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