Supporting Culture to Improve Corporate Image: The Case of Greek Banks

Banks are under criticism that their business models not adequately sustainable and also they do contribute largely to the resolution of big issues humanity. For this, banks seek eagerly develop socially responsible strategies as a means for supporting public image, establishing trusted relationships with society increasing customer loyalty. Greek implement such strategies; however, seem have image due harsh extended economic crisis occurred in country, well policies past. It is interesting investigate impact activities undertaken by institutions damaged an area does been investigated yet relevant literature. The purpose paper record culture explore public’s attitude towards them. research method combines content analysis on banks’ websites published annual reports specify actions culture, structured survey evaluation these public. findings this study reveal pay much attention support culture. These positive them, but