Cause-Related Marketing Practices by Financial Institutions in Bangladesh: A Study on Some Selected Private Commercial Banks
Author(s)
Barota Chakraborty, Ashraful Islam NishadAbstract:
The term - cause related marketing has seen significant growth and interest in over the past few years. Almost, all the companies in Bangladesh are now serving several causes, partnering with many non-profit organizations. Alike any other sector, the banking sector is not behind in the race. In a process, private commercial banks have been contributing to various causes and sectors of the country. As, this study intended to focus on the policies and contributions of some private commercial banks of the country, two foreign banks, namely – Standard Chartered Bank and Commercial Bank of Ceylon and two domestic banks – Dutch Bangla Bank Limited and Bank Asia Limited, has been selected. Applying the non-probability judgmental sampling technique, Dhaka Metropolitan City has been taken for analysis. Through the use of in-depth interviews, the authors have identified the the cause related marketing policies and their contributions to the society by the chosen private commercial banks in Bangladesh. Finally, the implications of these findings are discussed and some recommendations have been made for the chosen entities.
Key Words: Cause-Related Marketing, Non – Profit Organizations, Private Commercial Banks, Brand Equity.