CSR JAKO ELEMENT ZARZĄDZANIA WIZERUNKIEM BANKU
CSR AS A COMPONENT OF COMPANY’S IMAGE OF THE BANK

Summary/Abstract: Currently, CSR is perceived as a strategic activity of the enterprise. Corporate Social Responsibility is an indispensable element of banking marketing since two decades. Nowadays, all major banks use CSR to promote its image as a socially responsible company. The aim of the study was to present CSR as a part of management and creating the image of the bank. The tools of CSR to be applied by banks were presented as well as the results of the author’s own research concerning the evaluation of CSR tools used by banks in the consumers’ opinion. The policy of social responsibility was perceived positively among the respondents, but it did not really affect the assessment of the financial institution.

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